Your CRM Isn’t Broken. Your Process Is.

Your CRM isn’t broken, it’s just reflecting a process that is.
You’ve got the CRM. You’ve trained the team. The automations are firing.
So why does it still feel like nothing’s working?
If your CRM feels clunky, disconnected, or underused, it may not be the software but instead, It may be your process.

Gartner reports that between 50% and 70% of CRM initiatives underdeliver. And it’s rarely the tool that’s to blame. It’s the absence of a clear, aligned, and scalable commercial process.

In this post, we’ll show you how to flip the problem on its head and what to fix first to finally get results.

What “Your CRM Isn’t Broken” Really Means

The real problem isn’t the tool.

When we say “your CRM isn’t broken,” we’re not letting bad software off the hook – and there is plenty out there.

We’re saying this: your CRM is doing exactly what it was told to do. But what it was told for example, how to track, what to automate, where to report was flawed.

The real issue? Most businesses plug in a CRM before defining a process – far more common than you think…

They implement software to fix chaos without fixing the cause of the chaos. CRM‘s don’t create clarity. They reflect it. So if your CRM feels confusing or underperforming then it’s likely mirroring a process that’s inconsistent, poorly defined, or misaligned across teams.

Where Businesses Trip Up And What the Data Tells Us

It’s not the tech, it’s the setup.

Let’s move beyond opinion. Here’s what the data shows:

Common symptoms:

It’s not that your CRM can’t work. It’s that it’s working against a broken system.

The B10 Method: Align Process First, Then Power It With Tech

Fix flow before tools.

We don’t start with platforms. We start with purpose.
At b10, we take a commercial transformation view: your CRM should support the journey from first click to recurring revenue and not just log activities.

Here’s how we do it:

Step 1: Map Your Commercial Reality

We work with your sales, marketing, delivery, and support teams to document how revenue actually flows not how you wish it did.

Step 2: Define the Right Metrics & Outcomes

We align everyone on what success looks like: shorter sales cycles, better handovers, higher retention, more accurate forecasting.

Step 3: Build a Process Blueprint

We design scalable, logical commercial flows. No fluff. No over-engineering. Just what your team needs to execute with confidence.

Step 4: Configure Your CRM to Reflect That Process

Only now do we touch the tech configuring fields, automations, pipelines, and dashboards to support the optimised strategy.

Step 5: Ensure Adoption & Momentum

We train your team, monitor adoption, and continually optimise. If it doesn’t work for your people, it doesn’t work.

This approach ensures your CRM becomes a multiplier, not a blocker.

What Happens When You Fix the Process

Systems start working. So do results.

Faster Revenue Cycles

Aligned teams, clear handovers, and fewer leaks mean deals move faster.

One Source of Truth

Everyone from marketing to ops works from the same data, systems, and stages.

Smarter Decisions

Dashboards show real insight not noise so leadership can act quickly and confidently.

High CRM Adoption

Your team finally sees the value and actually uses the system.

Foundation for Scale

A clean, clear process and system that’s ready to grow with your business.

Your CRM Is a Mirror. Not a Solution.

Think of your CRM like a mirror.
It doesn’t create structure but instead, it reflects the one you’ve already built.
If you see chaos, the answer isn’t a new mirror. It’s to fix what it’s reflecting.
That’s where b10 comes in.
We help you clean up the entire commercial engine from marketing to sales to client delivery and build a system that scales with you.