CRM Intelligence Steward
Your CRM stores records. Your revenue team runs on intelligence.
Most of the intelligence reps uncover about accounts never becomes durable, governed context — it disappears into tabs, Slack, and notes.
We’re exploring whether this problem is as widespread—and painful—as it appears across RevOps teams.
Where account intelligence actually lives today
In most organizations, the information that matters never becomes durable context.
Tabs, Slack, and notes
Critical account insights live in personal workflows instead of shared systems.
Not reusable or governable
RevOps can’t define which signals should exist or how they’re refreshed.
Nothing compounds
Teams repeat the same research quarter after quarter with no memory.
Why this matters
Lost intelligence quietly degrades revenue performance.
Lower win rates
Reps miss context that would change prioritization or messaging.
Slower deal velocity
Teams rebuild understanding late in the cycle instead of early.
Unlearnable GTM motion
Leadership can’t see which signals correlate with outcomes.
What mature RevOps teams try to do
These practices are widely understood — and rarely operationalized.
Define signals that matter
Leadership changes, relationships, competitive context — explicitly.
Structure over narrative
Signals live as governed fields, not free-text notes.
Continuous refresh
Context stays current as accounts evolve.
What teams try to make work (and where it breaks)
Most teams know what “good” looks like. The gap is operationalizing it consistently.
Governance is attempted, not enforced
Signals are discussed, but standards and ownership drift over time.
Context is recreated instead of refreshed
Teams rebuild account understanding repeatedly rather than maintaining it.
Auditability is retrospective
It’s hard to answer: what did we know, when did we know it, and why?
Compare notes with RevOps leaders
No pitch. We’re still trying to understand whether this problem is real and widespread enough to justify building anything.