Escape the CRM Feature Trap: A JTBD Framework for Vendors

It's a familiar story in the CRM world: endless feature lists, competitive price wars, and yet, many customers still struggle. They wrestle with clunky interfaces, low team adoption, and a nagging feeling that the expensive software they bought isn't really moving the needle on what matters most. Why? Because many Customer Relationship Management systems are built around how tasks are done today, not the fundamental Jobs customers are trying to get done.

Competing on features alone is a race to the bottom, leading to commoditization. There's a better way. By applying the Jobs-to-be-Done (JTBD) framework, CRM vendors can shift their focus from incremental feature improvements to understanding and solving the core progress customers are trying to make. This isn't just about CRM; it's about enabling customer success. It involves looking beyond the current toolchain and understanding how to potentially elevate the level of abstraction – simplifying the customer's world by getting a higher-…