Your CRM should remember the next step.

Store context, not just contacts\nA useful lead record includes why the person reached out, the source, an assigned owner, and the next agreed action.\n\n## Make ownership explicit\nEvery active opportunity needs a person responsible for moving it forward. A shared inbox without ownership is just another place for tasks to disappear.\n\n## Use meaningful stages\nDefine stages by evidence: a request received, a meeting agreed, requirements confirmed. Do not advance a lead because an automated timer ran.