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We unpack why most CRMs underperform and show how to turn yours into a real sales engine. From clean data and reminders to cross‑team handoffs and a simple scoreboard, we share the habits that shorten cycles and raise conversion.

• defining what a CRM should deliver for sales and retention
• building clean, consistent data with required fields
• using reminders to safeguard follow‑ups and timing
• writing short, useful call notes with clear next steps
• enabling seamless handovers between sales and service
• tracking weekly inputs and conversion rates as a scoreboard
• motivating team adoption through benefits and training
• using real client outcomes to refine marketing messages
• pruning low‑value accounts and focusing attention
• using the CRM as a single source of truth

Let me know what you would like me to cover in other podcasts: Graham@salescraft.training

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Graham Elliott

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