Commercial clarity

We can state the primary ICP and the commercial motions the CRM must support.Lifecycle stages have observable entry and exit criteria.Marketing, sales and customer teams agree on the core definitions.

Ownership and governance

Each lifecycle stage and hand-off has a named operational owner.Someone has authority to resolve cross-functional design decisions.There is a process for changing fields, stages, automations and reports.

Data and adoption

We know which data is required for decisions, not merely desirable to collect.We understand why users currently work outside the CRM.Success measures include user behaviour and business outcomes.

Do not redesign the CRM before the organisation is ready.

Commercial clarity

Ownership and governance

Data and adoption