Co-Founder Taliferro
CRMs Promise Control, But Often Deliver Drag
Most organizations buy a Customer Relationship Management (CRM) system for the same reason. They want control. They want a clear picture of their pipeline. They want to make sure nothing slips.
What they get instead is a tool that feels heavy. People avoid logging in. Fields stay empty. Dashboards look good in meetings but do not match reality. The tool that was supposed to keep things moving quietly slows everything down.
This is not because your team is lazy or does not care. It is because most CRMs are built to track, not to move. They focus on storing information, not on helping people decide what to do next.
The Core Problem: CRMs Are Built for Management, Not Momentum
CRMs are great at one thing. They tell you where data lives. They show you how many deals sit in each stage. They give you reports on what happened last month or last quarter.
What they do not do very well is help you answer the most important question of the day:
“What should we do next?”
When a system is designed around management, it wants updated fields, clean records, and neat stages. When a system is designed around momentum, it wants next steps, follow-ups, and progress.
Six Ways CRMs Slow Organizations Down
Here are some of the most common ways CRMs quietly add friction.
1. Endless Fields That Do Not Help the Day
Every CRM starts simple. Then someone adds a field. Then someone adds ten more. Soon every contact has dozens of properties that must be filled out or updated.
The result:
- People spend more time updating the record than moving the relationship.
- Important notes end up in a text box no one reads.
- Reports look detailed, but the day still feels unclear.
When the tool turns every conversation into more admin work, people stop using it or rush through updates. Quality goes down, frustration goes up.
2. Dashboards That Tell You What Happened, Not What to Do
Dashboards are the pride of many CRM demos. Charts, funnels, and heat maps look impressive. They are fine for presentations. They are less useful when you sit down on a Monday morning and need to decide what to do.
A dashboard that says “32 deals in stage 3” does not tell you:
- Which three deals you should touch today.
- Who has been waiting on you for more than two weeks.
- Which relationship is quietly going cold.
Without guidance, people stare at dashboards, feel pressure, then go back to email.
3. Pipelines That Look Neat but Hide Stalled Work
Most CRMs show a pipeline with stages from left to right. It looks clean. The problem is that a neat pipeline can hide stuck deals.
You might see:
- Deals that have sat in the same stage for 60 or 90 days.
- Opportunities marked as “open” long after the real chance has faded.
- Old records that are never cleaned up because no one has time.
The pipeline still “looks good” at a glance. The reality is very different. People lose trust in the numbers and turn back to their own notes and spreadsheets.
4. Notes That Never Turn Into Action
CRMs give you a place to store notes. That seems useful. You log what was said on a call. You record what a client cares about. You add context.
But then nothing happens.
- The note does not automatically suggest a next step.
- No task gets created to follow up on a specific promise.
- Important details sit in a history tab no one opens.
Notes without motion become clutter. People stop trusting that the system will help them remember, so they keep separate documents, sticky notes, and personal lists.
5. Adoption That Depends on Extra Time People Do Not Have
For a CRM to work, everyone has to keep it updated. That means logging every call, updating every stage, and filling every required field. In real life, most people do not have that much time.
When a system demands extra time from already busy people, it loses. They update just enough to keep leadership satisfied. The rest of their work happens outside the CRM.
Leadership thinks the CRM reflects reality. The people doing the work know it does not. That gap creates bad decisions and more meetings to sort things out.
6. A Focus on Reporting Instead of Relationships
Many CRMs are bought to make reporting easier. That is not wrong. But when reporting becomes the main reason for the system, people start working for the report instead of for the relationship.
They update fields to keep the numbers clean. They move deals to the “right” stage for the forecast. They focus on what will make the next review meeting smoother, not on what will deepen trust or move the mission.
Over time, the tool that was supposed to support relationships pulls focus away from them.
What a Business Momentum System Does Instead
A Business Momentum System (BMS) starts from a different goal. The goal is not “track everything.” The goal is “keep the mission moving.”
TODD is one example of a BMS. Instead of asking you to maintain a complex record, TODD asks a different set of questions:
- Who needs attention today?
- What did we promise and have we done it?
- Which relationships are getting stronger and which are fading?
- What are the three most important moves right now?
Where a CRM wants more data, a BMS wants more motion.
How TODD Approaches Motion Instead of Management
When you use TODD, the daily experience feels different from a classic CRM.
- You see a short list of the most important moves instead of a long list of records.
- Notes, survey answers, and emails can turn into tasks without extra work.
- Contacts and organizations are grouped around the mission you are trying to advance, not just a funnel stage.
- Follow-ups are tracked as moves, not just dates buried in a field.
The system is not asking, “Have you updated the record?” It is asking, “Have we moved this forward?”
Signs Your CRM Is Slowing You Down
You may not need a new system tomorrow. But it is worth paying attention when you see these signs:
- People work from spreadsheets and personal notes more than from the CRM.
- Review meetings spend more time arguing about numbers than deciding next steps.
- Important deals or relationships go quiet without anyone noticing.
- Everyone agrees the CRM is “there,” but few people feel it helps them do their daily work.
When those things are true, the CRM is not just neutral. It is adding drag.
What to Do Instead
You do not have to throw your CRM away overnight. You can start by changing the focus from tracking to motion.
- Reduce required fields to only what supports real decisions.
- Stop adding stages that no one uses.
- Ask each week, “What did this system help us do that we might have missed?”
- Look for tools, like TODD, that surface next moves instead of just data.
Some organizations keep their CRM as a long-term record and add a Business Momentum System in front of it. Others replace the CRM entirely for smaller teams and missions.
Bottom Line: CRMs Track, Momentum Systems Move
CRMs are not evil. They are just built for a different job. They track. They report. They help with management.
When you ask them to also create daily momentum, they struggle. They slow people down with fields, stages, and dashboards that do not answer the simple question of what to do next.
A Business Momentum System like TODD is built around that question. It helps you see the next move, keep promises, and protect relationships from going cold.
CRMs track the story. TODD helps you write the next chapter.
Frequently Asked Questions
Does this mean CRMs are bad tools?
No. CRMs are useful when you need a system of record for a large number of contacts and deals. They become a problem when you expect them to directly drive daily motion without giving people extra help.
How do I know if we need a Business Momentum System?
If your team feels buried in tools, dashboards, and fields but still is not sure what to do next each day, you probably need a system that focuses on motion. A BMS like TODD is designed for that.
Can TODD work alongside our existing CRM?
Yes. Many organizations use TODD in front of a CRM. TODD keeps track of moves, follow-ups, and relationships day to day. The CRM remains a long-term record and reporting system.
What changes first when we add a BMS?
People stop staring at dashboards and start working short lists of meaningful moves. Follow-ups slip less. Notes get turned into tasks. The daily work feels clearer.
Is TODD only for sales teams?
No. TODD is used by teams that care about relationships and missions, not just sales. That includes partnerships, outreach programs, member services, and other groups that need to keep people and organizations moving toward a goal.
Tyrone Showers