Researchers Call for CRM Training to Evolve Further | Halldale Group

Aviation researchers just published a position paper arguing that CRM training is stuck in the past — built on models from decades ago that no longer reflect how modern cockpits actually work.

The core argument: the frameworks haven't kept pace with the operational reality on the ground (or at 35,000 feet). Training that made sense in 1990 doesn't map cleanly to what crews deal with today.

Here's why that hits close to home if you run ops or marketing for a mid-market company. Your CRM was probably designed around someone else's version of how a business works — a version that's also a decade or two behind how your team actually operates. The software assumed a workflow. Your workflow assumed the software would adapt. Neither gave an inch.

Researchers in aviation are calling this out publicly because the gap between training doctrine and real-world practice is producing real risk. You've been living that same gap quietly — in the form of workarounds, missing customer context, and manual processes your team has just accepted as normal.

The lesson isn't that you need more training on your current CRM. It's that a system still running on old assumptions will keep producing old results no matter how many hours you pour into it.

#CRM #SalesOperations #MarketingOps #MidMarket #BusinessSystems

Original Source

A new position paper is calling for CRM training to move beyond decades-old models to reflect modern aviation realities.