Many businesses treat CRM systems as digital filing cabinets rather than growth enablers. This article, featuring insights from Eldon Bothma and Hayley Blane of Braintree, explores why CRM should be more than an operational tool—it should drive strategic value, measurable results, and long-term business growth. Learn how South African companies can close the CRM maturity gap by shifting from compliance-focused systems to smart, scalable customer engagement platforms powered by AI, automation, and data insights.