RevOps Lab #96 Automating CRM data entry with AI - with Mallory Lee, VP RevOps at PhoneBurner
Sep 22, 2025
Mallory Lee, VP of Revenue Operations at PhoneBurner, shares her expertise on automating CRM data entry. She dives into the chaos of poor CRM hygiene and its impact on trust and forecasting. Mallory discusses how automation can streamline activity capture, improve pipeline accuracy, and enhance forecasting using AI insights. She also explains the importance of distinguishing between process and judgment in sales. Lastly, learn how automation fosters more effective pipeline discussions and mitigates data verification time!
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Data Mismatch Destroys Trust
- Poor CRM hygiene creates mismatches between reported data and rep reality that erodes trust in dashboards.
- That distrust leads finance and sales to build separate forecasts and duplicate effort.
Finance Built Its Own Forecast
- Mallory found sales stages tightly coupled to probabilities which made forecasts believable but distrusted.
- Finance ended up running its own weighted-creation forecast that sometimes beat sales' predictions.
Ask Reps For Minimal Inputs
- Ask reps to supply only line items, close date, and a forecast category while automating everything else.
- Let reps judge likelihood and let automation handle activity capture and field updates.