In the latest episode of The Marketing Punchlist, I sat down with Courtney Kearney—CRM strategist, “approachable data nerd,” and co-author of CRM or Die—to talk about one of the most talked-about (and least adopted) tools in AEC marketing. Courtney breaks it down in a way that’s equal parts practical and brutally honest—and might make you rethink whether your CRM is a tool… or just a very expensive contact list. We get into: --Why firms want better hit rates and forecasting… but avoid the very system that enables both --The real reason CRM struggles (hint: it’s not technology) --How firms are quietly losing clients without even realizing it --Why CRM doesn’t fail at launch—it fails six months later --And what “good” actually looks like when it comes to data, ownership, and reinforcement If you’ve ever: 👉 Inherited a messy CRM 👉 Struggled to  ...