“What’s the Best CRM?” Is the Wrong Question — Here’s What to Ask Instead

Recently, at the Business of Speaking conference, I was asked yet again what CRM I recommend. It’s a fair question — and an entirely unhelpful one, even if sketchy details of the organisation are included. Unless you know what problem you’re trying to solve, jumping into a CRM decision is like buying a toolbox because perhaps you may need a hammer. It is both the wrong question, and an impossible question to answer. CRM success doesn’t start with technology — it starts with clarity. Before you compare Salesforce, Dynamics 365, HubSpot or the latest startup du jour, take a step back and ask:
“What part of our business needs to work better?”
Only then does the CRM conversation become meaningful — and strategic.

What Problem are You Trying to Fix?

The Hidden Catalyst for CRM Success - Executive Coaching

CRM projects often begin with optimism and ambition. Leadership is on board, the technology is chosen — perhaps Microsoft Dynamics 365 — and the implementation team is ready to roll. Yet far too many (up to 85%) CRM projects falter or fail, not due to technology, but because of people. More specifically, because the leadership team isn't aligned, prepared, or empowered to lead the transformation.

That's where executive coaching becomes the hidden catalyst for CRM success.

Let’s unpack how executive coaching helps organisations move from challenges to clarity, enabling meaningful change.

CRM in the Age of 1984: Are You Building Loyalty—or Big Brother?

Today is the seventy-seventh anniversary of the publication of George Orwell's dystopian novel, 1984.  When Orwell imagined the bleak world of 1984, he wasn’t gazing into a distant sci-fi future—he was holding up a mirror to his present.  The title wasn’t chosen at random; it was a deliberate twist on 1948, the year he penned the novel.  By simply reversing the digits, Orwell delivered a chilling message: the horrors of totalitarian control, mass surveillance, and truth distortion weren’t just possibilities—they were already taking root. 1984 is less prophecy, more warning. And its urgency hasn't faded.

The comparison of modern CRM to Orwell's novel may seem dramatic.  After all, CRM is designed to improve relationships, not control them. But with increasing data collection, automation, and AI, there’s a fine line between customer-centric and customer-surveilled.

Let’s take a look at some Orwellian themes and how they might show up in CRM—along with how to avoid turning your CRM into MiniLuv.

Without High-Quality Data, Your CRM - even with AI - Initiative is Sailing on Choppy Waters

Implementing any Customer Relationship Management (CRM) solution is like setting sail on a ferry across busy waters. The CRM holds the promise of smoother operations, better customer insights, and ultimately, stronger business growth. But without high-quality data, that ferry is navigating treacherous, choppy seas — and no amount of AI-powered technology can stabilise the journey on its own.

Avoid Costly Surprises: What Microsoft’s New Dynamics 365 Licence Enforcement Means for You

Starting in November 2025, Microsoft will begin blocking user access to Dynamics 365 Finance and Operations apps for users in organisations that using more functionality than they’ve paid for.  Are you sure your team is correctly licenced — or could you be in for a nasty, inconvenient and perhaps costly surprise?