Your CRM Isn’t Broken. Your Process Is.

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

Let’s be real: the CRM isn’t the problem. The process is.

Companies love to blame the software when pipeline visibility is a mess. But CRMs don’t break themselves. It’s the lack of strategy, workflows, and consistent use that turns them into expensive databases.

Research from Forrester shows that companies with strong RevOps practices achieve 19% faster revenue growth compared to those without. Notice they didn’t say “companies that bought CRMs.” They said companies that integrated process and tech.

Here’s the hard truth: if your reps don’t know when to log activity, if marketing isn’t syncing leads properly, if dashboards don’t match business goals - you don’t have a CRM problem. You have a process problem.

That’s why Brightrose built CRM Revenue Operations – Build or Optimize. We help B2B companies align people, process, and HubSpot so your CRM stops being a dusty database and starts being the growth engine it was meant to be.

Your CRM isn’t broken. But your process probably is. Let’s fix that.