A former co‑worker (a CRM administrator) told me something that stopped me. She’s working on a project for a client who switched CRMs because “the old one didn’t fit their workflow.”
But here’s the part that mattered:
She’s responsible for the implementation…but no one was responsible for the requirements.
She’s chasing the “owner” of the CRM – except there isn’t one.
❌No one defined the workflow.
❌No one aligned the teams.
❌No one made decisions.
❌No one carried the narrative.
So the CRM didn’t fail. The ownership did.
And when there’s no owner, here’s what always happens:
The workflow gets guessed
The fields get debated
The teams get confused
The rollout gets delayed
And eventually… they switch providers
Not because the CRM was bad.
But because the business never agreed on how they actually work.
A CRM can’t fit a workflow that doesn’t exist on paper.
And no admin — no matter how good — can fix a leadership vacuum.
🎯 If no one owns the CRM, the CRM never stands a chance.
