Customer Relationship Management (CRM) systems are foundational to B2B organizations aiming to accelerate growth, enhance customer experience, and build long term value. Yet, despite widespread adoption, research from Harvard Business Review, McKinsey, and other leading authorities shows that most B2B companies fail to realize the full potential of their CRM investments. The culprit? A handful of recurring misuses that quietly erode revenue and opportunity. Below, we break down the three most common and damaging CRM…