Your CRM Isn’t a Source of Truth — It’s a Source of Stories

We love to say it: “Check the CRM. It’s our source of truth.”

But let’s be honest. Your CRM isn’t the source of truth. It’s the source of stories — stories created by whoever happened to fill in the fields, link the contacts, or update the opportunity.

The Story Your CRM Tells Depends on Who’s Writing It

Every piece of data in your CRM was put there (or left blank) by a human. A rushed AE. A busy SDR. A marketer trying to make Salesforce play nice with their automation tool.

And that means your CRM reflects:

• Process gaps (what didn’t get logged)
• Biases (what got emphasized)
• Power dynamics (who got to tell the story)

That’s not a source of truth. That’s a patchwork of narratives, stitched together with inconsistent data entry and hopeful assumptions.

Why It Matters More Than You Think

When you base pipeline decisions, compensation, and growth strategy on CRM stories rather than connection reality:

• SDRs feel invisible when their work isn’t reflected
• Marketing fights uphill for budget because influence gets erased
• RevOps drowns in reconciliation work
• Leadership makes calls on partial pictures
• … and finance? Who knows what they’re paying comp from…

It’s not just frustrating. It’s expensive. It drags down alignment. And it erodes trust.

What You Need Is Reality, Not Narrative

RevTruth doesn’t ask you to rewrite the CRM story. It just shows the real links between GTM effort and closed revenue — the ones your CRM missed.

No dashboards. No dogma. Just matches that make sense.