Roxanne Dable on Why CRMs Fail When Reps Keep Spreadsheets

About this episode

Roxanne Dable discusses the pitfalls of CRM usage and the importance of treating it as an enabler for sales teams.

Roxanne Dable is the Director of Sales Operations at Zendesk, where she focuses on driving operational excellence and aligning sales processes to deliver customer value at scale. On this episode of the Go To Masters Show, she shares insights from 15 years across banking, fintech, SaaS, and healthcare, including her experience as a fractional COO during the pandemic. Why the biggest CRM mistake is treating it as data storage instead of an enabler that helps teams work smarter How 100 required fields to close a deal forced reps to keep deals in spreadsheets, making pipeline reports unreliable The COO lens: quota decisions don't just affect sales but impact finance, recruiting, and customer success capacity Connect with Roxanne: LinkedIn Follow us: LinkedIn | X

People in this episode

Guest: Roxanne Dable

Topics covered

• CRM
• Sales Operations
• Data Management
• Sales Processes
• Operational Excellence

Keywords

• CRM failure
• spreadsheets
• sales operations
• data storage
• pipeline reports

Mentioned in this episode

Organizations: Zendesk, Everstage, LinkedIn

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