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Diverse CRM Data Practices Among GTM Teams: Share Your Insights

·Dec 16, 2025 02:08 PM·

I’m noticing very different approaches to CRM data across GTM teams. Some treat data hygiene as a continuous discipline, others only touch it before big campaigns, and some just replace data entirely. What’s been your experience — and why did that approach win internally?

2 comments

· Sorted by Oldest

Damian O.
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IMO this is incentives and process. If there is no benefit (incentive) to log data in the CRM - call it better visibility, better forecasting, net net: what's in it for me? - then it becomes an afterthought. This changes if there is executives looking at the pipeline/cleanliness - the olde adage: "what gets measured, get's managed" - fixes a lot of this. Ironically, this is where most of the AI is going wrong or right (depending who you ask). The CRM's are the heart of the GTM stack, so if they are not well managed and governed, you have problems across the systems - sprawling spreadsheets and organizations battling each other for the "source of truth"
Vikas
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100%. CRM hygiene is a management problem disguised as a data problem. Without incentives and exec-level usage, you get shadow systems and “my spreadsheet vs your dashboard.” And you’re right — AI just amplifies whatever discipline (or chaos) already exists.