CRM (Customer Relationship Management) systems are technology platforms for managing customer interactions—often built on industrial-age models that encode lead processing logic and mechanical relationship stages.
Common Features
- Contact and company records
- Lead and opportunity tracking
- Sales pipeline management
- Activity logging
- Reporting and analytics
- Integration capabilities
The Challenge
Most CRMs encode:
- Lead/Contact separation
- Mechanical stage progression
- Qualification requirements
- Transactional thinking
- Industrial-age assumptions
The Opportunity
Modern CRM usage can:
- Support natural relationships
- Enable seamless experiences
- Maintain context and history
- Facilitate collaboration
- Enhance human judgment
The Key
CRM is a tool—it reflects the philosophy of those who configure and use it. The same system can enable natural value flow or enforce mechanical processing.
Choose configuration and usage that supports authentic relationships, not just efficient processing.