[ CRM and automation · Full playbook ]
// 18 / 20The buyer's playbook.
The working reference behind CRM & Marketing Automation Platform Guide 2026: what to ask, what to watch and how to run the first 90 days.
← Back to the guide[ RFP questions ]// 01
Questions that reveal real capability.
Ask for a relevant example, the decision made, the result or learning, and the person who would own the work.
- 01Which workflows create value and which are historical habits?
- 02What is the authoritative record for each data object?
- 03How do licensing costs change with contacts, users and features?
- 04Which integrations are real-time, batch or manual?
- 05How are consent, retention and permissions enforced?
- 06What reports and forecasts must reconcile?
- 07How will adoption, training and data quality be governed?
- 08What is the migration, rollback and vendor-exit plan?
[ Risk ]// 02
Make failure visible before signature.
| Risk | Early warning | Control |
|---|---|---|
| Feature-first selection | Demo drives choice | Workflow scenarios |
| Dirty migration | Duplicates and unknown owners | Data remediation |
| Over-customization | Core upgrades become difficult | Configuration principles |
| Licence shock | Growth triggers new tiers | Three-year scenario |
| Low adoption | Shadow spreadsheets | Role design and coaching |
[ Value case ]// 03
Measure outcomes—not activity.
01User adoptionBaseline ________
90-day target ________
90-day target ________
02Data completeness and duplicatesBaseline ________
90-day target ________
90-day target ________
03Lead response timeBaseline ________
90-day target ________
90-day target ________
04Stage conversion and velocityBaseline ________
90-day target ________
90-day target ________
05Forecast accuracyBaseline ________
90-day target ________
90-day target ________
06Automation exception rateBaseline ________
90-day target ________
90-day target ________
[ First 90 days ]// 04
Move from evidence to operating rhythm.
01
Days 1–30
Workflow, data, permissions, economics and shortlist
Exit evidenceBaseline, owners, approved requirements and risks
02
Days 31–60
Prototype critical scenarios, migration sample and integration proof
Exit evidenceWorking outputs, evidence and decision record
03
Days 61–90
Select, configure, migrate, train and establish governance
Exit evidenceMeasured result, operating owner and next backlog
[ Reference desk ]// 05
Speak the same language.
| Term | Plain-language meaning |
|---|---|
| CRM | System managing customer and revenue relationships. |
| Lifecycle stage | Defined point in a customer journey. |
| System of record | Authoritative source for a data element. |
| Lead routing | Rules assigning inquiries to owners. |
| Marketing automation | Triggered communication and workflow execution. |
| Data deduplication | Detecting and resolving duplicate records. |
[ Playbook in hand? ]