Why do cross-functional teams fall apart?

You paid for a high-performance CRM.

Your team’s using it like an abacus.

Because everyone blames the system.

But no one really knows how to use it.

Or worse, the business wasn’t ready for it in the first place.

It’s like buying a Ferrari and only using it for school drop-off

Sure, it’s impressive, may even be worth the money. But not the way you’re driving it.

This is what happens when growth = “just add more”:

- More tools

- More headcount

- More meetings

But the real issue isn’t volume.

It’s clarity.

What you actually need is glue:

- Processes people can follow

- Roles that aren’t based on assumptions

- Systems people don’t immediately try to work around

Because spreadsheets and private texts?

- That’s not scale. That’s survival.

When multiple documents of record don't see eye-to-eye.

Start with what’s real:

- Build around how work actually gets done - not your fantasy of how it SHOULD be

- Train before you launch (and keep training)

- Fix the handoffs, not just the inputs

That’s how you go from sales vs marketing

to sales and marketing.

The magic is in the messy middle.

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