FULLFACT Inc. has released a practical guide (white paper) for CRM/SFA design, titled "CRM/SFA Becomes a 'Data Graveyard' If Designed Incorrectly," available for free. This guide organizes how to grasp the "sequence of design decision-making," which is the core issue when implementation fails, before resorting to training or vendor changes. Background: Failure to Adopt Stems from Unaddressed Design When CRM/SFA fails to be adopted, discussions often revolve around low input rates and the futility of reminders. However, behind these issues often lies a state where decisions regarding data models, stage definitions, and operational design remain unaddressed. Input is not stopped because of low awareness at the field level, but because the field rationally stops inputting when the data is not used for anything. Many organizations resort to symptomatic treatments like "increasing training because it's not adopted" or "changing vendors," but they fail to address the fundamental cause at the design level. Deciding on the tool first binds the data model, stage definitions, and reports to the vendor's initial settings. By reversing the order to select the tool *after* grasping the design, the likelihood of stable operations increases. What You Will Learn from This Guide The structure that turns CRM/SFA into a "data graveyard" and the concept of reversing the order to grasp design → select tools → implement operations. Key points for data model design (relationship between customers and business partners, boundary between deals and contracts, decision criteria for adding custom fields). How to define stage definitions by "exit conditions" rather than "actions," and how to choose the number of stages based on deal characteristics. Three-tier design for management, managers, and field staff, working backward from "who sees what and decides what" for reports and dashboards. Four quadrants for user permissions and data viewing scope, and how to implement intermediate designs tai