CRM is often asked to solve a product problem
CRM is often asked to solve a product problem.
I’ve worked across onboarding, reactivation and conversion journeys, and I’ve noticed the same pattern: when a metric drops, the first instinct is usually to fix the communication.
Sometimes that works.
But there are three very different problems:
1. People want the product, but are dropping off
CRM can help. Better timing, segmentation and journeys can move the metric.
2. People may want it, but the value isn't clear
This is where product marketing matters. The positioning, message and value proposition need work.
3. People simply don't have a strong reason to buy or come back
No amount of CRM optimisation can manufacture that.
This is the distinction I find useful:
CRM helps move someone who already has a reason to act.
Product marketing helps make that reason clear in the first place.
So before asking, “What campaign should we run?”
Maybe the better question is: “Why should this customer care?”