Unlocking the Power of Your CRM with RevOps

If you’re like most businesses, you already have a CRM in place. Studies show that over 85% of companies use a CRM platform to manage customer relationships, track sales, and streamline marketing. But here’s the catch: many organizations know their CRM can do more—they just aren’t sure where to start.

This is where Revenue Operations (RevOps) comes in. RevOps aligns sales, marketing, customer success, and operations under a shared system, with the CRM at its core. At Everpeak, we’ve found that instead of trying to tackle everything at once, asking three simple yes/no questions helps teams identify where to focus first.

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The Three Questions That Unlock CRM Value

1. Do you have a Pipeline that helps you forecast?‍

A sales pipeline is more than a set of stages—it’s the foundation of predictable growth. Without a structured pipeline, forecasting becomes guesswork, and leadership struggles to anticipate revenue. A strong pipeline allows you to measure deal velocity, spot bottlenecks, and make resource decisions with confidence.

If your CRM isn’t currently giving you a clear picture of what’s in the pipeline and when it might close, that’s the first place to start. Once built correctly, your pipeline becomes a revenue crystal ball—helping you plan with precision instead of relying on gut instinct.

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2. Can you tell which Contacts are a customer, past customer, or a prospect?

‍This may sound basic, but it’s surprising how many businesses don’t have clear visibility into the status of their contacts. When your CRM can’t distinguish between prospects, current customers, and lapsed customers, your teams are left in the dark. Marketing campaigns become misaligned, sales wastes time on existing customers, and customer success may miss key renewal signals.

Answering “yes” to this question means your CRM is truly centralizing customer intelligence. Once you know who’s who, you can personalize outreach, build better segmentation, and ensure every department is working from the same source of truth.

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3. Do you have a timeframe at which a Lead becomes Disqualified?‍

Every business has leads that don’t convert—but what happens to them in your CRM? If old, unqualified leads are allowed to linger indefinitely, they clutter your data and skew reporting. Defining a clear timeframe and process for disqualifying leads ensures your pipeline remains accurate and your sales team focuses on viable opportunities.

It also creates valuable feedback loops. By analyzing why leads are disqualified, you can refine targeting, adjust messaging, and improve marketing efficiency. Saying “yes” here isn’t about writing off lost opportunities—it’s about keeping your system clean and your team focused.

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Why These Questions Matter

Each of these questions may seem small in isolation, but together they form the backbone of a functional Revenue Operating System. When you can answer “yes” to all three, you’ve built:

• A Predictive Engine: Your pipeline isn’t just a record of deals—it’s a forecasting tool.
• A Single Source of Truth: Everyone in your company knows whether a contact is a customer, a past customer, or a prospect.
• A Clean, Actionable Database: Leads are qualified, disqualified, or nurtured with intention, not left to stagnate.

This foundation transforms your CRM from a digital Rolodex into the central nervous system of your revenue organization.

The RevOps Payoff

Organizations that adopt RevOps principles see stronger alignment between departments, faster sales cycles, and higher customer retention. Instead of siloed data and disconnected tools, they operate on shared goals and shared insights.

Your CRM is the starting point for this transformation. By focusing first on pipeline visibility, contact clarity, and lead management, you can create quick wins that ripple throughout the business.

The payoff is not just cleaner data—it’s a more agile, more predictable, and ultimately more profitable revenue engine.

Where to Begin

If you’re unsure how to move forward with your CRM, don’t get overwhelmed by its hundreds of features. Everpeak can help. But you can do some DIY work as well. Start with Everpeak’s three yes/no questions. Answer them honestly, and identify where the gaps are. Then, tackle them one at a time.

• If forecasting is unclear: Work with your team to define sales stages and reporting structures.
• If contacts are messy: Establish a system for tagging and segmenting customers, prospects, and past customers.
• If leads never die: Define criteria and timeframes for disqualification, and create workflows to manage them.

Each step builds momentum. Even when the answer to these three questions is "yes," it is still a process of continual improvement. But each incremental improvement brings your CRM closer to becoming a Revenue Operating System and a true competitive advantage.

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