What CRM Experts Wish Executives Knew

By Gill Walker, CRM Success Catalyst & former Microsoft MVP

Too many CRM projects underperform — and it’s almost never because of bad software.

It's because CRM is too often misunderstood by the very leaders who champion it. Executives approve the investment, endorse the initiative, and expect transformation — but unknowingly set the stage for frustration.

The disconnect? CRM is treated as an IT implementation when it’s actually a strategic business initiative. Technology plays a role — but it is only the enabler. The real engine of CRM success is leadership.

As someone who has been rescuing CRM projects for over two decades, let me share what CRM experts  -  the people brought in when things aren’t going to plan - wish every senior executive understood from day one.  These tips are advice that any CRM Expert would love to share with an executive involved in a CRM buying decision - before the implementation partner is selected.

CRM Isn’t About Technology — It’s About Transformation

Before a single licence is purchased — and often long before any ROI is realised — the first mistake is made: confusing CRM technology with CRM strategy.

Deliver Dynamics with Distinction: The Executive Playbook for CRM Success

CRM implementation is no longer just a technology decision—it’s a strategic business initiative. And for organisations using Microsoft Dynamics 365 and Power Platform, the stakes are high. When done right, CRM transforms relationships, streamlines processes, and unlocks powerful data-driven decisions. When it falters, the result is confusion, rework, and unrealised ROI.

At Opsis, we’ve seen it all. We’ve turned around faltering projects, helped teams navigate growth, and guided businesses from CRM chaos to clarity. And through it all, one insight stands out: CRM success isn’t a sprint to go-live. It’s a journey — a structured, repeatable journey.

That’s why we developed the Nine Ds: a proven framework to Deliver Dynamics with Distinction.

Why CRM Projects Fail (and How the Nine Ds Prevent It)

What are the biggest challenges that people face when preparing for the Microsoft Pl-200 exam and how can I overcome them?

The Microsoft PL-200 exam (Power Platform Functional Consultant) focuses on a wide range of topics related to Microsoft Power Platform, and many candidates face challenges as they prepare. Here are the biggest hurdles people encounter, and strategies to overcome them:

1. Understanding the Exam Scope

• Challenge: The PL-200 exam covers a wide range of topics, including Power Apps - model and canvas - Power Automate, Power BI, and Power Virtual Agents. Many candidates find it overwhelming to know what to focus on, given the wide range of skills tested. This is a fairly technical exam, not really targetted at end-users unless they intend to become a power user.

“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.