In 2025, CRM systems are smarter, faster, and more integrated than ever. Yet for many sales leaders, CRM opportunity management still feels like herding cats. Why are there deals expected to close last month still sitting open? Why are there duplicates clogging up your pipeline? And why are there five open opportunities assigned to a rep – with not a single activity logged?
Sound familiar?
The truth is CRM tools can only do so much. A clean, accurate, and actionable pipeline depends not just on the software – but on the people using it. That means embedding the right behaviours, creating clarity around expectations, and building a culture where CRM supports success – not admin overload.
Here are the key do’s and don’ts for effective opportunity management in your CRM.
Do: Prioritise high-value, relevant data
Every data point you ask a rep to input should serve a clear purpose. If it doesn’t help the business make better decisions – or help the salesperson close more deals – it probably doesn’t belong.
Before you ask for more fields to be filled, ask yourself:
- What’s the goal?
- What are the KPIs we need to measure?
- What data gives us the insight to take action?
For example, capturing “opportunity type” could help you quickly segment your pipeline by low-effort renewals vs high-effort new business. That’s actionable. When reps understand how this data serves them – by making their work more efficient or helping them hit their targets – they’re more likely to engage with it.
Don’t: Ask for data “because it’s there”
Just because your CRM has 30 available fields doesn’t mean you should use all of them. Asking reps to fill in data that isn’t needed will quickly cause disengagement. Worse still, it damages trust.
Your sales team want to feel part of something important. If they see that half the fields they’re asked to complete are never used in reporting – or don’t influence anything – they’ll start questioning the whole system.
Be selective. Be intentional. And always explain why the data matters.
Do: Identify and close gaps in CRM data
Once you’ve defined what “good” looks like, monitor how well your team is doing. Use “whitespace” or “missing data” reports to spot the gaps. Maybe close dates are frequently missing, or opportunity stages are left unchanged for weeks.
Highlight these issues early – before they affect forecasting or pipeline reviews. Better yet, use your CRM to automate reminders when key fields are missing or unchanged. And when you raise it with your team, make it a positive, collaborative conversation:
“I noticed we’re often missing decision-maker names on larger deals – adding that insight could help us shape better proposals and reduce approval delays.”
Frame it as a way to help them, not just tick a box.
Don’t: Let data accuracy slip through the cracks
Sales data is only as good as the person entering it. So make it as easy as possible for your team to update CRM directly. Voice memos, mobile CRM apps, and integrations with Outlook or Teams are now common features – and there’s no excuse for relying on second-hand admin updates.
Let your experienced reps speak for themselves, in their own words, in real time. That’s how you protect data quality and get meaningful insights from your pipeline.
Do: Listen to your sales team
Your CRM processes might make sense on paper – but how do they hold up in the real world? Regular feedback loops with your reps can reveal hidden blockers, inefficient steps, or missing tools that could boost adoption and accuracy.
These conversations don’t need to be formal. A quick pulse check in team meetings or one-to-one reviews can go a long way. The key is to genuinely listen – then act where possible, or explain why not.
Even when improvements aren’t immediate, the fact that you’re listening builds credibility. Just remember to end on a positive note and follow up with action.
Don’t: Wait until there’s a complaint
By the time a rep raises a problem with the CRM, chances are they’ve already told three others – and those frustrations have started to spread. Avoid this by staying ahead of the curve.
Regularly review CRM usage reports. Look at login frequency, overdue opportunities, or gaps in activity. These insights can tell you where a rep is struggling, disengaged, or misaligned – before it becomes a bigger issue.
Being proactive not only protects data integrity but reinforces your leadership and commitment to making CRM a valuable tool – not a chore.
Final thoughts
Modern CRM platforms like Maximizer and Creatio offer powerful tools to track, manage, and close sales opportunities. But without the right habits, even the best systems can fall flat. The key is to lead with purpose, streamline what you ask for, support your team with practical tools, and keep feedback loops alive.
Opportunity management is about more than clean data – it’s about empowering your team to work smarter, not harder.
Want help turning your CRM into a sales powerhouse?
Of course, this is where we, as CRM Consultants, come in. Whether you’re working with Maximizer, Creatio, or another platform, we’ll help you create simple, effective processes that deliver real value.
Contact us today to discuss how we can help.
