Data and infrastructure
A CRM (customer relationship management system) is where a company records its contacts and the history of every commercial deal.
Its value depends on how it gets filled in: a CRM rich in rows and poor in consistent fields feeds bad decisions as fast as it would feed good ones. The step change comes when salespeople stop being CRM form-fillers and become predictive hunters: the machine processes the noise, the person decides who to act on.
An example
A sales director opens the CRM and counts, across a hundred recent rows, how many have the source field empty or spelled in different ways. That share is the ceiling on every campaign analysis, because no dashboard can rebuild information nobody wrote down when the record was created.
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