Forbes January 26, 2026
Customer relationship management (CRM) tools have long served as the enterprise’s source of truth. If the data is clean and the fields are updated, they can tell an executive what is in the pipeline, what is likely to close and what revenue should look like next quarter. And more often than not, entire forecasts, compensation plans and board conversations rest on the assumption that what is inside the system reflects reality.
But anyone who has sat through a late-stage deal review knows how fragile that assumption can be.
The moment a deal truly changes rarely shows up as a field update. It happens behind the scenes, when events change before systems catch up, like a buyer hesitating on a call,...
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