Most business leaders assume that picking a good CRM is the hard part. But the truth is, that’s the easy bit.

It’s what happens after the subscription starts—how (or whether) your team actually uses the system—that determines whether your CRM becomes a core business tool or an expensive placeholder.

In a recent conversation, Jake Mooney sat down with marketing ops expert Mareks Lomako to talk about why CRM projects so often miss the mark. Mareks has worked with companies bringing in over $100 million a year, and he’s seen firsthand what breaks down when teams treat CRM as a silver bullet instead of a structured system.

If your CRM feels more like a spreadsheet in disguise—or worse, it sits there unused—this article will help you reframe your approach and build something your team will actually adopt.

If your CRM feels more like a spreadsheet in disguise—or worse, it sits there unused—this article will help you reframe your approach and build something your team will actually adopt.

The Real Problem Isn’t the Tool

A CRM is only as good as the thinking that goes into it.

Too many teams sign up, import their entire contacts list, and start clicking around. No process. No plan. Just a hope that somehow this tool will bring order to the chaos.

This kind of rushed setup doesn’t fix anything—it just buries old problems inside new software.



What a Successful CRM Setup Actually Requires

Mareks suggests a more grounded approach. Before you even think about tools, step back and ask:

Where are we right now? What’s the actual issue we’re trying to solve?

From there, view the CRM from three angles:

• The customer needs timely, relevant responses
  
• The salesperson needs a tool that helps, not hinders
  
• The manager needs visibility into what’s working and what’s not
  
  

If your system doesn’t serve all three, it’s going to struggle.

Why CRM Projects Fail (and How to Avoid It)

There are some common patterns that lead to failure. Here’s what to watch for—and what to do differently.

1. No Clear Sales Process

If you don’t know what your sales stages actually are, your CRM can’t reflect them. You’re just guessing.

Fix: Define the process first.

1. When is a lead considered qualified?
2. When does it move to quote?
3. What actions move it forward?
4. Write it down

—then build your CRM to match.

2. Sales Team Doesn’t Use It

If the CRM adds friction or doesn’t help with daily tasks, it won’t get used.

Fix: Involve your team early. Ask what’s slowing them down, then build around removing those pain points. Train them well, and show them how the system works for them—not just for reporting.

3. No Manager Visibility

Without visibility, you’re flying blind. You can’t improve what you can’t see.

Fix: Build reports that track lead source, response time, conversion rates, and drop-offs. Mareks mentioned this clearly: “If you track why people don’t convert, you can actually fix it.”

4. Too Many Features, Not Enough Focus

It’s easy to get lost in the bells and whistles. Fancy features won’t help if your team can’t use them.

Fix: Start simple. Automate the basics—like confirming form submissions or sending a thank-you email. Focus on removing friction, not adding tech for tech’s sake.

Think Before You Buy

Jake shared that when clients bring up HubSpot or Pipedrive, the best first step isn’t an account—it’s a whiteboard.

That mindset saves time, money, and a whole lot of frustration.

Even if you’ve already chosen a tool, you can reset with a better foundation. At Green Light Studio, we often start with this simple path:

A Quick-Start Checklist

1. Interview your team: What’s frustrating right now?
   
   
2. Define 4–6 clear sales stages
   
   
3. Decide what to track (lead source, drop-off, conversion)
   
   
4. Set up one quick win (e.g. instant email reply after inquiry)
   
   
5. Review monthly: What’s working, what’s being skipped?
   
   

It’s Not the Tool. It’s How You Use It.

You don’t need the most powerful CRM on the market. You need one that reflects your process, gets used consistently, and helps you track what matters.

That’s what makes the difference between a shiny tool and a sales system that actually works.

If you’re looking to make your CRM setup calm, intentional, and actually useful, we can help.

Want help mapping your sales process before you commit to a tool?
→Grab our free marketing audit

Need strategic support from someone who’s been through this?
→Connect with Jake on LinkedIn

Or explore more practical articles on how to handle lead generation, sales team oversight, or automation that doesn’t feel overwhelming.

Let me know if you'd like internal links added once we’ve got more articles published, or if we’re moving on to draft article #1 next.