The $50K Rolodex: Why Your CRM Isn’t Delivering

By Kristin Oelke, Managing Director, Growth Services, Brightrose Ventures, and author of Trust: Unlocking B2B Growth in Today’s AI World

Here’s a fun fact: many B2B companies treat their CRM like a glorified address book. Contacts get dumped in, a few reports get pulled, and voilà - you’ve spent $50K on a very fancy Rolodex.

But here’s the kicker: according to HubSpot’s 2024 State of Sales Report, 40% of sales leaders admit their CRM is rarely used to its full potential. And yet, CRM is supposed to be the single source of truth for pipeline and revenue visibility.

The myth is that buying a CRM = instant sales acceleration. The reality? A CRM is like a gym membership. Owning it doesn’t get you in shape - you need to actually use it, consistently, and with a plan.

When CRMs go underutilized, you miss the magic: lead scoring that actually prioritizes your reps’ time, automated workflows that keep deals moving, and dashboards that show you where revenue is stalling. Without this, you’re making decisions in the dark.

At Brightrose Ventures, we help small and mid-market B2B companies stop wasting money on shelfware. Our CRM Revenue Operations – Build or Optimize service turns HubSpot into a revenue engine—whether you’re starting fresh or ready for an overhaul.

Because a CRM isn’t just software. It’s your growth heartbeat - if you know how to use it.

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About Kristin Oelke

Kristin Oelke brings 20 years of experience modernizing and scaling marketing functions across Big Tech, high-growth startups, and global partner ecosystems. She partners with investors, founders, and C-Suite leaders to design and execute strategies that drive measurable revenue impact.

She is also a frequent speaker and the author of TRUST: Unlocking B2B Growth Strategies in Today’s AI World, where she explores how companies build credibility, reduce buyer friction, and scale predictably through transparent execution, public proof points, and trust-driven content.

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FAQs

What are the top reasons SMB and mid-market tech companies work with advisory firms?

Companies partner with advisory firms to tap into battle-tested expertise, access fractional support without long-term overhead, and gain faster connections to trusted resources proven to work with early-stage and scaling businesses. Advisory partners also bring fresh perspective, speed to execution, and the ability to build trust with investors through transparent reporting and measurable outcomes.

How are Brightrose Growth Services different from other tech advisory offerings?

Brightrose Growth Services combine proven operator experience with fast, execution-first support built for today’s AI-driven B2B environment. We help companies break through digital noise with content that educates and resonates, build scalable tech foundations, and deliver the proof points and reporting that earn trust with both buyers and investors.

What makes the Brightrose Growth Services fractional model more effective than hiring in-house?

Rather than relying on a single marketing leader, Brightrose Growth Services provide a senior-led team across demand gen, CRM, lifecycle, content, and analytics. We accelerate growth with integrated execution, a more efficient demand engine, transparent reporting, and trust-building content—all at a predictable monthly cost.

How can startups begin leveraging Brightrose Growth Services on a small budget?

Most begin with a Brightrose Assessment to get a clear, prioritized plan and identify immediate quick wins. From there, startups activate a fractional team that scales with the business—gaining early proof points, trusted content, a scalable tech stack, and investor-ready reporting without overinvesting.