“CRM shouldn’t suck—but for too many companies, it does,” says Christopher Smith, Founder of Empellor CRM. “The good news is, when implemented correctly, it can finally deliver on its promise of productivity.” At the MSP Summit in Orlando, Doug Green, Publisher of Technology Reseller News, spoke with Smith about why so many organizations feel burdened by CRM systems—and how Empellor CRM helps MSPs and their customers unlock real value. Smith, who has spent nearly 20 years implementing CRM, explained that the technology itself isn’t the problem. Instead, it’s often misaligned with business goals, poorly integrated, and treated as a silo. Sales teams end up spending hours entering data that benefits leadership reporting, but not the seller—leading to widespread frustration and weak ROI. To address this, Smith authored the book CRM Shouldn’t Suck and is giving away 2,000 copies to help businesses “unsuck” their CRM strategies. His approach emphasizes aligning CRM with strategic goals, cleaning data, and tailoring implementations to real business needs. Smith pointed to Microsoft Dynamics 365, integrated with Copilot AI, as the platform that is finally delivering on CRM’s original promise. Features like automated meeting summaries, instant follow-up emails, and task creation free sales teams from hours of manual updates, enabling them to focus on relationships and revenue growth. “CRM is finally able to deliver on its promise of improved productivity,” Smith said. “With Dynamics 365 and Copilot, nothing falls through the cracks—and salespeople get their evenings back.” Learn more at empellorcrm.com.