Robert Moseley spent years watching sales teams run quarterly business reviews on completely fabricated pipeline data. Reps were doing exactly what the system trained them to do. It was built for managers to report, not for sellers to sell.

In this episode of The Habit Architect, Michael Cupps sits down with Rob Moseley, founder of GTM Engine, and Craig Witt, their CRO, to get into why CRM data quality has always been broken and why bolting AI onto a bad data foundation only gives you a faster way to produce a confidently wrong sales forecast.

Why do reps enter bad data? Because the system rewards them for it. What does signal collection from calls, emails, and customer success interactions actually change about pipeline visibility? Quite a bit, it turns out. Why are CFOs spending hours every Monday verifying revenue data they already suspect is wrong? That one comes down to a problem nobody wants to say out loud in a forecast call.

The conversation also covers what Salesforce partnering with Anthropic still does not solve for go-to-market teams, what PE-backed portfolio companies need from their revenue forecasting that most CRM implementations are not delivering, and why cleaning your CRM data is the prerequisite every GTM strategy skips.

This episode marks the beginning of a new partnership between Enterprise Diagnostics and GTM Engine.

Find Robert and Craig at gtmengine.ai
Connect with Michael Cupps at linkedin.com/in/michaelcupps

Sponsored by timebandit.io and enterprisediagnostics.ai

Produced by A Cheshire Creative.

The Habit Architect is sponsored by Enterprise Diagnostics and Time Bandit

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