CRM platforms promise better customer insight, improved sales performance, and stronger relationships.

Yet many CRM initiatives struggle to deliver the results organisations expect.

Why?

Because successful CRM requires more than technology.

It requires alignment between people, process, and platform.

In this practical session CRM strategist Gill Walker introduces a clear seven-step framework that leaders can use to guide CRM strategy, implementation, and optimisation.

Drawing on decades of CRM delivery experience, she explains the common mistakes organisations make and the leadership decisions that determine whether CRM programmes succeed or stall.

Attendees leave with a structured approach they can use to guide CRM initiatives and avoid the pitfalls that cause so many projects to fall short of expectations.

This session is designed for organisations implementing or optimising CRM platforms such as Microsoft Dynamics 365.

It is suitable for mixed audiences including executives, programme leaders, CRM owners, and transformation teams.

The talk works well as a 45–60 minute conference presentation or a 30 minute breakout session.

The focus is practical and vendor-neutral, emphasising governance, leadership alignment, and adoption rather than product functionality.