# Roxanne Dable on Why CRMs Fail When Reps Keep Spreadsheets

Page: https://stenobird.com/podcast/go-to-masters-show-6426488/roxanne-dable-on-why-crms-fail-when-reps-keep-spreadsheets-2
Text version: https://stenobird.com/podcast/go-to-masters-show-6426488/roxanne-dable-on-why-crms-fail-when-reps-keep-spreadsheets-2.md
Podcast: [Go To Masters Show](https://stenobird.com/podcast/go-to-masters-show-6426488)
Published: 2026-05-01T12:09:51+00:00
Episode link: https://podcasts.fame.so/e/x8y7q7y8
Audio file: https://media.fame.so/wqyq0z4w.mp3
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JSON: https://stenobird.com/v1/public/podcasts/go-to-masters-show-6426488/episodes/roxanne-dable-on-why-crms-fail-when-reps-keep-spreadsheets-2
Duration seconds: 1078

## Resource

Roxanne Dable is the Director of Sales Operations at Zendesk, where she focuses on driving operational excellence and aligning sales processes to deliver customer value at scale. On this episode of the Go To Masters Show, she shares insights from 15 years across banking, fintech, SaaS, and healthcare, including her experience as a fractional COO during the pandemic.Why the biggest CRM mistake is treating it as data storage instead of an enabler that helps teams work smarterHow 100 required fields to close a deal forced reps to keep deals in spreadsheets, making pipeline reports unreliableThe COO lens: quota decisions don't just affect sales but impact finance, recruiting, and customer success capacityConnect with Roxanne: LinkedInFollow us: LinkedIn | X

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