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For decades, the Customer Relationship Management (CRM) system has been the backbone of sales operations. It started as a digital Rolodex, evolved into a central repository for customer interactions, and became critical for pipeline management. However, in many organizations, CRMs are still seen primarily as a system of record—a place for manual data entry, often dreaded by sales reps, and a tool for reporting past performance. Reps often view it as a necessary evil for management, rather than a valuable tool for themselves. This perception leads to incomplete data, low adoption rates, and ultimately, a CRM that doesn't live up to its potential.