Most sales teams do not have a CRM problem. They have a CRM usage problem. Over the years working with founders and leadership teams, Fraser Morrison has seen the same patterns: the CRM is installed, but it never becomes the operating system for the business. It becomes a place where data goes to die. When that happens, sales performance suffers quietly at first, then visibly.

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A CRM system (short for Customer Relationship Management system) is software that helps businesses manage their relationships and interactions with prospects and customers. At its core, a CRM is designed to track every touchpoint across the customer journey. It centralizes data from sales, marketing, and support, giving your team a clear view of what’s happening, what’s been promised…

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