Why every company needs an operating model for CRM

Too many CRM systems end up underused, misaligned, or abandoned - not because the tech is bad, but because the operating model behind it is missing.

People simply don’t use CRM the way it’s intended.

This article from Destination CRM makes a powerful case: CRM success depends on how well it’s embedded into your strategy, workflows, data governance, and team culture.

For those working in the business of sport - whether it's fan engagement, sponsorship, membership, or community impact - this matters more than ever.

◦ Align CRM with your commercial and engagement goals
◦ Define clear ownership and governance
◦ Build workflows that reflect how your club or organisation actually operates
◦ Focus on data quality and actionable insights
◦ Invest in training and continuous improvement

Bonds are formed through positive engagement. CRM should be the operating system that helps manage and grow relationships - not just a shiny dashboard.