The CRM Reality Check is a weekly series that challenges some of the most widely accepted “best practices” in lifecycle marketing – and takes a closer look at where they fall short. In each post, we’ll break down a common assumption (like sending more emails to drive more conversions or relying on surface-level personalization for lifts in engagement) and reframe it through a more strategic, customer-centric lens.
The focus isn’t on being contrarian for the sake of it, but on unpacking what actually drives performance when you consider timing, behavior, and real customer intent.
At its core, the series is about moving beyond campaign thinking and toward building smarter, more responsive lifecycle systems. Through a mix of practical examples, strategic frameworks, and real-world observations, each post explores h ow brands can create more relevant, effective customer experiences that drive long-term value – not just short-term engagement.
It’s equal parts myth-busting and reality-setting, designed for marketers who want to think more critically about how CRM should actually work.
Go Beyond The Blast 