Bad process, bad AI - YouTube

AI won't save a broken sales process. It'll just automate the chaos faster.

That's the blunt point Thais Sterenberg made on a recent sales podcast: bad process plus AI equals bad AI. Not bad tools — bad foundation. The technology inherits whatever mess was already there.

This matters if you're the ops or marketing leader who's been told AI features will finally make your CRM work. They won't. If your pipeline stages don't reflect how deals actually move, if your team logs data inconsistently, if your workflows were built around the vendor's logic instead of yours — layering AI on top doesn't fix any of that. It surfaces the problems faster and makes them harder to ignore.

You've probably already been through one or two "this tool will fix it" cycles. The issue was never the tool. It was that no tool was ever shaped around how your business actually runs. AI just makes that gap more expensive to ignore.

The teams getting real value from AI in their CRM are the ones who did the unglamorous work first — cleaned up their process, defined their stages, made the data trustworthy. Then the AI had something worth working with.

Better process is still the only thing that makes better technology matter.

#CRM #SalesOperations #AIinSales #RevenueOperations #SalesProcess

Original Source

Processo ruim, IA ruim. Ouça Thais Sterenberg no Vamos de Vendas, o podcast do Zoho CRM. #shorts.