CRM Limitations - CRM is not a single source of truth [1] - The only reliable data in CRM is customer identity, purchase history, payment amount, and phone numbers [1] - Other data in CRM may not be accurate [1]

Our secret was everybody thought that CRM is a single source of truth. This is not true. The only thing that's true out there is who your customers are, what they bought, how much they're paying you, maybe their phone numbers.Everything else is not true. ...