Your CRM tells you where the customer is. But who tells you what to do next?

Traditional CRM systems are fantastic at capturing a wealth of data about our customers and contacts. Everything from basic contact information to which landing pages, forms, emails, etc. a contact has engaged with. And we can have all that knowledge presented to us in countless ways through dashboards, lists, and reports.

And YES, it gives us a lot of valuable insight – into what the customer HAS done.

But what is critical for sales to know is what the next natural step is to move the customer further towards a purchase. In other words, what the customer SHOULD do next.

And this is where handover, continuity, and a shared understanding play a crucial role.

One of the biggest challenges we often hear about from GTM teams is the handover between marketing, sales, and delivery. How do we make sure leads are followed up in the RIGHT way, and that everyone understands the intention behind our campaigns from A–Z?

Of course, there are several things you can do:

• Create visual campaign presentations that map out the customer journey for the entire GTM team.
• Add calendar invites to everyone’s calendars, so no one forgets events or customer visits.
• Hold briefing meetings before events and webinars to make sure sales teams are properly equipped.
• Manually review all polls and responses to give sales the right insights and strongest arguments.
• Create tasks for sales/the team with specific guides and follow-up activities.

But it’s a very time-consuming process.

And the truth? Very few people are likely to remember the presentation or a poll response when they’re sitting across the table from the customer. And that’s when the questions start:

“Which case study was that again?”
“What was that webinar actually about?”

Knowledge sharing often becomes ad hoc and dependent on individuals. And unfortunately, the CRM system doesn’t tell us which webinar a specific contact should be invited to next, based on a consultant’s previous status meeting or the contact’s previous interest in a specific topic.

And this is where the biggest sales opportunities disappear: when we don’t say the right thing at the right time.

So the question remains: Who tells the team what to do – and who makes sure it actually happens?

The solution is to connect historical CRM data directly with the intentional customer journey in BIGR AI.

By using Suggested Actions, your sales, marketing, and consulting teams know exactly what to present to a given customer to move the sale forward.

No manual handovers. No guesswork. Just pure execution of your strategy – increasing conversion and win rates.

See how BIGR AI Suggested Actions work