Set up the session
Set aside a short working session with one person from sales and one person who inherits the customer. You need a wall, a table, or a shared document. You do not need a new platform to start. The output is a one-page map your team can argue with.
Example scenario, not a case study: a B2B team closes opportunities in a CRM and tracks renewals in a spreadsheet because the two do not share a customer record. Sales marks the deal won. Success learns about it in a chat message, sometimes. The afternoon is for that gap.
Step one: name the record
Write the minimum a customer is: company name, the person who buys, the person who uses the product, the contract start, and the outcome sales promised. If those five facts live in different tools, list the tool next to each fact. That list is your integration scope. Do not add fields yet.
Step two: write the handoff as states
A useful minimum is: verbal yes, contract sent, contract signed, kickoff scheduled, first value delivered. For each state, write who moves it, what they need in hand, and what the next person is allowed to assume. If success cannot start without a fact sales does not capture, that fact is a required field, not a nice-to-have.
Step three: pick the system of record
It should be the CRM unless you have a reasoned exception. The spreadsheet can remain a temporary view. It cannot remain the place renewals are decided. Draw one arrow from the winning state to the first success state, and write the trigger: a stage change, a signed date, or a task assigned to a named role.
Step four: test the map on the last three wins
Walk each deal through the states and mark where the facts were missing. The pattern you see is the configuration backlog. Only then open the CRM and add the fields, the required stage, and the task. Training comes after the path works on those three deals, not before.
If the map shows that sales and success cannot agree on the record, the project is a workflow design, not an integration purchase. EDGE runs this kind of session as part of revenue operations work. Bring the last three deals to a strategy assessment and we will tell you whether the afternoon map is enough or whether the systems have to change.