Every month without a well-aligned CRM means lost opportunities, hidden margin leakage and inefficient sales activity. For many distributors, this is the reality. Adoption is weak, and ROI is low. Sales teams are likely working around CRM instead of with it, creating data silos and blind spots that compound over time. The reason? Too many distributors approach CRM as a technology purchase instead of a sales process improvement initiative. That results in feature-heavy systems that fail to deliver adoption, alignment or ROI. This workshop reframes CRM around business processes and shows participants how to build a practical, phased roadmap that ensures a CRM investment pays off. Drawing on the proven SalesProcess360 CRM Audit, this hands-on session will guide participants step by step through evaluating current sales processes, uncovering process gaps and prioritizing sales initiatives. And now, with the rise of AI in distribution, the stakes are even higher. AI can make it easier to analyze customer data, spot trends and uncover opportunities but it’s only as good as the data and processes behind it. Without a clean, consistent and well-adopted CRM, AI tools can’t deliver real insights. With the right foundation, however, AI becomes a powerful accelerator and can help sales teams work smarter, improve forecasting and maximize margins. This workshop isn’t about software demos or feature wish lists. It’s about linking CRM to ROI by tying it directly to sales processes, uncovering quick wins and creating a realistic adoption path. Participants will also leave with a clear understanding of how CRM maturity positions them to take advantage of AI without the risk of bad data leading to bad decisions.