Christina Anderson

As a buyer, we’ve all been there. You fill out a form, wait to hear from sales, and then maybe you receive a piece of content that isn’t relevant to you, or you find yourself repeating what you shared in the form later on a call. And what happens? You find yourself starting to feel less and less confident about the brand because your experience hasn’t been seamless. What we don’t think about as buyers is what the seller is probably experiencing in the CRM and how the data, or the lack thereof, is impacting their interactions with you. 

When the CRM is a roadblock rather than a revenue driver for sellers, it negatively impacts the buying experience in addition to sales performance. In today’s modern era, where buyer expectations are rising and marketing, sales, and customer success teams are under more pressure to drive growth with tighter budgets, it is critical that they prioritize optimizing core functions to deliver the best experience possible for buyers. An essential piece: optimizing the CRM seller experience.

To get the highlights on how to approach this, continue reading below. To get the full deep dive, watch Part III: A Better CRM for Sellers = A Better Experience for Buyers, of the Built to Buy series.

Why the Seller Experience Must Be a Growth Priority

For marketing, sales ops, and revenue teams, optimizing the seller experience isn’t just a nice-to-have operational fix. It is a critical growth lever.

• Impact on Sales Performance: Unfortunately, the majority of a seller’s day is not spent selling. Only about 28% of their time actually is. (Salesforce) The rest of their day is consumed by manual data entry, hunting for siloed information, and navigating non-optimized processes. When the CRM experience is clunky, difficult for sellers to find what they need, not aligned to their sales process, or not reinforcing their training best practices, it slows them down, continuing to hinder the time they do have to sell, acting as a roadblock to their performance.
• Impact on the Buying Experience: Buyers are not thinking: Am I in a marketing, sales, or customer success experience? They see one singular brand experience. When a CRM is friction-heavy, sellers can show up to calls sounding unprepared, while buyers find themselves forced to repeat information they already gave to marketing, making the brand seem not in tune with their specific needs. According to Gartner, 77% of B2B buyers reporting that their last purchase was very complex or difficult, it shows that these experiences are happening more often than growth teams probably realize. Any internal friction added erodes their trust.

To empower sellers to achieve higher performance and deliver the best buying experience possible for customers, optimizing the seller experience in the CRM is a must.

Through the Seller’s Eyes: How Marketing Can Help

The buyer’s experience is everyone’s responsibility, and marketers can play a pivotal role in helping to improve the seller experience. For marketers, when the CRM is aligned to core sales processes and optimized to how sellers actually work, it makes it easier to collaborate, streamlines the marketing to sales handoff, and ensures fewer leads fall through the cracks and more of the right leads form meaningful connections with your brand.

To fully understand what a seller’s experience is in the CRM, the strategy needs to be approached from the seller’s perspective and knowing what matters to them.

To a seller, more data does not always mean more value. When a lead hits their queue, they are looking for clarity on two simple questions: Who are you, and what should we be talking about?

Marketing can significantly improve the seller experience by shifting focus from data quantity to context quality. Instead of throwing more data over the wall, marketing should provide the connective tissue that tells the buyer’s story. This includes:

• Prioritization: Is this a “hot” hand-raiser or someone in an explorative phase?
• Relevant context: What specific content did they consume? Knowing if a prospect looked at a pricing sheet versus a top-of-funnel blog post changes the entire sales approach.
• Laser-focused data: Provide only the key data points needed to frame a strategic conversation rather than overwhelming the seller with noise.

Having a conversation with sales to understand what questions they are asking themselves when a lead comes through, how they prioritize follow-up, and how they are gathering resources and data to create a strategy that will guide future sales conversations can help the marketing team focus on the right data when passing over leads and collaborating with sales to improve the seller experience.

A Strategic Approach to a Better CRM Experience

Aside from the initiatives that marketing can take, optimizing the seller experience in the CRM requires a mindset shift around how the technology is approached. Is it only seen as a database for sellers to enter information about their deals for reporting and forecasting, or is it seen as a powerful productivity engine that can support sellers in their sales process: arming them with insights for impactful conversations, streamlining and automating mundane admin tasks, and reinforcing sales training best practices?  

As Siso Ntuli, Senior Engagement Manager at Sercante, puts it: “The goal isn’t just to generate numbers. It’s to facilitate meaningful conversations”.

To turn your CRM into a growth accelerator, teams should take the following strategic steps:

1. Map the processes: Outline every step of the sales process alongside the buying process to see how it currently aligns with your CRM setup to see where there is misalignment.
2. Spot the silos: Identify swivel-chair work: tasks that force sellers out of the CRM and into spreadsheets or disparate systems.
3. Identify opportunities for AI & automation: When thinking through the steps in the sales process, highlight the repetitive and mundane tasks that could be streamlined with AI and automation. This can free up time and brainpower for sellers, so they can focus more on the customer.
4. Approach with a customer-centric mindset: As the team considers what improvements could be made to the CRM for the seller’s experience, ask: What will the end experience feel like to the buyer? Keeping this in mind will guide CRM optimization initiatives to be designed not just for internal processes, but for the experience the buyer expects.  

Shifting the mindset to approach the CRM as a system that can be a revenue driver rather than a roadblock for sellers, and keeping the buyer’s experience at the forefront, is the beginning of optimizing the CRM. The next step is understanding the current state of the CRM seller experience.

The CRM Seller Experience Scorecard

Getting a baseline from your sales team on what their experience and sentiment are with the CRM allows teams to identify in which areas they may want to improve first. 

Ntuli introduced the CRM Seller Experience Scorecard to evaluate the CRM across five key criteria:

• Level of Adoption: Is the system easy to use, or do sellers dread logging in?
• Level of Data Visibility: Is the must-have data readily available at their fingertips?
• Level of Automation Use: Is automation being used to eliminate manual tasks?
• Amount of Manual Data Entry: How much manual data entry is being done?
• Data Reliability: Do sellers trust the data in the CRM?

Each area is rated on a scale of 1 – 10. Anything from 1 – 4 is the sign of a roadblock. Anything from 8 – 10 is considered optimized.

Download the CRM Seller Experience Scorecard to do this exercise with your team.

Any area that is identified as a roadblock shows teams where they might want to focus first. To ensure CRM optimizations are effective, Sercante’s Strategy Director, Jenna Packard, and Change Enablement Director, Debra Engels, recommend using a phased roadmap that considers the level of impact on the business, the level of effort to implement, and the effect it would have on the people involved. Tune into Part VI: Tech That Grows With You (Not Against You), of the Built to Buy series to hear their approach.

A CRM Seller Experience That Drives Growth

A CRM that works against your sellers is a CRM that causes friction for your buyers. When sales can easily get what they need in the CRM, spend less time and brainpower on mundane tasks, be supported with reinforced training, and access key insights to have meaningful conversations, they have a seller experience in the CRM that supports meaningful conversations, building real connections that drive lasting growth. Giving today’s buyers the experience they expect.

Clunky handoffs between marketing, sales, and customer success are one of the most common ways teams lose momentum, drop leads, and tank trust—costing you customers. Whether it’s a hot prospect that never makes it into a rep’s queue or a new customer who has to re-explain everything they shared in discovery, these gaps compound. Which is why aligning sales, marketing, and customer success for seamless handoffs is so critical to delivering the smooth journeys today’s buyers expect.

The Sercante team shared their insights about how to approach aligning across teams for efficient transitions in Part II, Stop Dropping the Baton: Fix Your Handoffs, of our series, Built to Buy Designing the B2B Journeys Your Buyers Actually Want. The highlights from the conversation are below. Watch the full episode to get all the details.

Clunky handoffs are stunting your growth

When a buyer is easily transitioned from one department to the next, it breaks down their trust in your business. This loss of trust ultimately hurts the longevity of their potential relationship with you, impacting customer lifetime value before it has a chance to grow.

Other statistics show the impact on revenue when the teams don’t have strong cross-team collaboration for smooth handoffs.

• 10%+ of annual revenue is lost due to poor cross-team alignment (Demandbase)
• 70%+ of leads are wasted because of delayed response times (Credofy)
• It’s 5x cheaper to retain a customer than to acquire a new one (Forbes)—yet many teams fumble the transition from sales to customer success, weakening loyalty and shrinking lifetime value.

You have probably seen the above statistics before, so why does this matter now? In today’s modern era, buyer expectations are higher than ever. People don’t have the patience anymore to wait around to be followed up with, repeat themselves over and over, and if they feel like a company isn’t in sync with them, they’ll move on to the next option. 80% of buyers say that the customer experience is as important as the product itself (cropink.com, 2025), while 77% of buyers said that their last purchase was very complex or difficult (Gartner). 

Therefore, creating stronger alignment and fixing your handoffs isn’t something that can be ignored.

Approaching alignment with a customer-first mindset

Approach these conversations through a customer-first lens. Think about it, if you were your buyer, what does the journey feel like today? What could be done to make it better? Answering these questions will help to focus your marketing, sales, and customer success teams around the same outcome: a seamless buying process. As you identify your areas of opportunity, write them down, and then soon you’ll be able to start digging into the customer lifecycle and the processes happening internally.

In Part I, Walk Your Funnel Like a Customer, of the series, the Sercante team shared their expertise on how to approach this exercise and then map your customer lifecycle to think about how you can define your stages, establish who owns what, improve data visibility, and create feedback loops.

Walk your funnel like a customer.
Take one of your latest customers and look at every touchpoint they had with you. How long did it take before they were followed up with? Were they waiting at all? At any point was the handoff clunky? Write it down and you’ll most likely find a few areas for improvement.

Map your stages and define ownership of each stage
Internally, what are all the stages of the customer lifecycle? Who’s responsible for what? What’s the entry and exit criteria for each stage? What happens during the transition? Make it clear.

Get the right data in front of the right people.
Visibility is everything. If customer success can’t see sales notes, or sales can’t see marketing engagement, your buyer is repeating themselves.

Build feedback loops into your process.
Alignment isn’t one and done. Create recurring meetings and shared reporting to stay in sync and fix issues before they grow.

Establishing this customer-first lens and starting to map your customer lifecycle helps to set your team up for success for the deep-dive alignment conversations throughout the different areas of the funnel.

From marketing to sales: clarify expectations with an SLA

There are several aspects that go into having strong cross-team collaboration across marketing and sales: accountability, trust, shared definitions, metrics, and reports. It can be overwhelming when looking at it as a whole. Therefore, one of the best ways to get started, as Angelica Cabral said, “Put it on paper.”

That’s where a Service Level Agreement (SLA) comes in. This doc helps teams define shared definitions, response expectations, and metrics for success. It doesn’t have to be fancy. But it does have to be clear.

Here are a few guiding questions to get started:

• How do we define a Marketing Qualified Lead (MQL)? A Sales Qualified Lead (SQL)?
• What triggers the lead handoff from marketing to sales?
• What will marketing and sales do during the handoff?
• What’s the expected response time from sales once a lead is handed off?
• How many touches should sales make?
• What metrics are both teams tracking (e.g., conversion rates, speed to lead)?
• Where will shared reports live? How often will we review them?

You can use Sercante’s SLA planner to help organize all your thoughts and use that as a base for starting to build your roadmap.

From sales to customer success: it’s a hand-hold

The customer lifespan doesn’t end at conversion. As a result, the collaboration between sales and customer success should act more “like a hand-hold” as Sara Hernandez put it, rather than a hand-off, to continue to grow the customer relationship.

To keep the experience connected, similar to the SLA exercise, the Sercante team shared the Post-Conversion Customer Alignment Guide that your teams can use to help approach the critical alignment conversations of how you’ll continue to coordinate in sync as the buyer converts.

Here are some guiding questions to get started:

• What information needs to be shared from sales to customer success and vice versa?
• What is the ideal timeframe to bring customer success into the loop?
• Where should the deal context live (and how do we keep it updated)?
• What KPIs are we tracking across sales and customer success (e.g., retention, upsell, NPS)?
• How often are we meeting to review customer progress?

Having these conversations gives your team a starting point to understand where your gaps are, where you may already be aligned, and how you can start making improvements to deliver a better buyer experience.

Don’t stop at the planning phase

A word of caution to keep in mind is: after your teams have these alignment conversations and document everything, your alignment strategy then needs to be executed. According to the 2025 Trilliad Sustainable Growth Study, where 350+ senior B2B go-to-market leaders were interviewed, 1 in 3 admit that their alignment stops at the planning phase.

Without actually executing your alignment strategy, change won’t happen, and your buyer will continue to feel clunky handoffs in the buying process.

Therefore, after you have your alignment strategy all set, take the next step and bring it into your technology, the systems that your go-to-market teams use every day, such as your CRM and marketing automation systems, to ensure that your SLA and Post-Conversion Alignment plans actually get put into practice for sustained alignment.

Seamless handoffs lead to scalable growth

At the end of the day, this isn’t just about process hygiene. It’s about the full experience your customer has with your brand and whether they choose to keep investing in that relationship.

By improving your internal handoffs, you can:

• Deliver the buyer experience, your buyers actually want
• Increase retention, loyalty, and customer lifetime value
• Reduce lead leakage and missed opportunities
• Strengthen cross-functional trust and accountability
• And make it a whole lot easier to hit those revenue targets

Because when your teams are aligned, your buyer feels it. The experience is smoother. The trust is stronger. And the results? They start compounding. 

To bring in an expert resource and a strategic partner to help put your alignment goals in motion and build scalable processes that deliver seamless customer experiences, reach out to the Sercante team. We’ve helped thousands of teams succeed and bridge the gap between vision and reality for buyer experiences that build real connections and drive lasting growth.