Every CRM vendor wants to be your single source of truth. Salesforce, HubSpot, Attio: they all promise that if you just configure them right, your data will be clean, your reports will be accurate, and your reps will be happy.
They will not be.
CRMs are excellent operational tools. They are terrible databases. They lack the deduplication logic, the enrichment pipelines, the identity resolution, and the scoring models that turn raw data into actionable intelligence. Asking your CRM to be your database is like asking your email client to be your data warehouse.
The fix is architectural: warehouse-first. Dedupe, enrich, score, and resolve identity in BigQuery or Snowflake. Sync validated outputs to the CRM. The CRM becomes the interface reps interact with, not the place where data logic lives.
This is not a bigger budget problem. It is a design decision. Teams that make it stop fighting their CRM and start trusting it. Teams that do not keep hiring RevOps people to clean up the mess the architecture guarantees.