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.

---

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.

---

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.