Welcome back to the Purposeful Marketing Podcast! In this episode, hosts Aaron and Mary chat with Chris Carolan, Co-Founder of Conveying Your Message LLC, about a critical question impacting marketing and sales teams: Why do CRMs, a 20-year-old B2B product category, still struggle with adoption and usage? Chris shares insights from his 15 years of experience in sales, marketing, and CRM implementation. As co-founder of a growth consulting agency, he sheds light on the challenges organizations face, emphasizing the need for effective communication, digital transformation, and cultural change. The hosts explore Chris's thought-provoking post on LinkedIn, sparking a conversation about the mindset and ownership of CRM systems. They discuss the surprising statistics on CRM ROI and share anecdotes about the common pitfalls and backward-facing data encountered in CRM implementations. The episode unfolds with key takeaways, emphasizing the importance of a human-centered approach, setting clear goals, and recognizing CRM as a tool for the entire business. Chris plugs his upcoming show, "Industrial Tech Stack Live," and shares where listeners can connect with him. Whether you're a marketing professional or just CRM-curious, this episode promises valuable insights, real-world stories, and actionable strategies. ~Market with purpose for the everyday practitioner ~ Subscribe to the ⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠ Connect with the hosts: ⁠⁠⁠Mary Keough⁠⁠⁠ ⁠⁠⁠Aaron Weekes⁠⁠⁠ ⁠⁠⁠James Boeckmann