From 30% to 90% Adoption: How Revenue Leaders Can Make CRM Stick

In an environment where revenue teams are under constant pressure to do more with less, driving meaningful adoption of CRM and revenue platforms has become one of the most critical — and most underestimated — challenges facing commercial leaders.

Too often, organisations invest heavily in tools like Salesforce only to see adoption stall, data quality decline, and performance plateau.This fireside chat features Jeff Davis, Director of Revenue Operations at Lucas Oil Products, who will share a real-world account of what it took to increase Salesforce adoption from 30% to over 90% within a complex, high-growth commercial environment. Jeff will unpack the practical realities behind the transformation — what wasn’t working, why reps resisted the system, and how adoption was shifted from a compliance exercise into a genuine driver of revenue performance.Join us for a candid, experience-led session where we explore how revenue leaders can embed systems into everyday workflows, align incentives and behaviours, and use emerging AI capabilities to reduce friction rather than add complexity.

If you are accountable for revenue performance, forecast accuracy, or return on your technology investment, this session will deliver clear, practical insights you can apply immediately.

Why Attend

• Understand why CRM and revenue platform adoption often fails — even in well-resourced organisations
• Learn the true root causes of low adoption from a Director of RevOps who has fixed it at scale
• Explore the specific actions that moved Salesforce adoption from 30% to 90% at Lucas Oil Products
• See how enablement, accountability, and leadership alignment were used to sustain long-term change
• Gain insight into how tools like RevOps Sidekick and AI-driven assistance improve day-to-day usage
• Learn how to maintain strong adoption over time — not just during transformation programmes

What We’ll Cover

• What Salesforce adoption looked like when Jeff joined Lucas Oil Products
• Why sales reps weren’t adopting the platform — behavioural, operational, and system-driven barriers
• The changes introduced to simplify workflows and rebuild trust in the system
• How those changes were implemented, reinforced, and governed across the organisation
• The commercial and operational results achieved as adoption increased
• How adoption is being protected and improved as the business continues to scale
• How AI will reshape CRM usage, rep productivity, and adoption in the years ahead

Who Should Attend

Chief Revenue Officers, CCOs & Sales Leaders

Executives accountable for pipeline health, forecasting accuracy, and rep productivity who need CRM to support performance — not slow it down.

Revenue Operations & RevOps Leaders

Operators responsible for Salesforce, data integrity, enablement, and adoption, particularly where usage is inconsistent or declining.

Chief Operating Officers & Managing Directors

Senior leaders overseeing execution across sales, marketing, and customer teams who depend on clean data and predictable operating rhythms.

Chief Financial Officers & Finance Leaders

Executives focused on forecast confidence, revenue visibility, and ensuring systems support accurate reporting and decision-making.

Sales Enablement & Transformation Leaders

Leaders responsible for behaviour change and ensuring technology investments deliver sustained productivity gains.

Technology & Digital Leaders

CIOs, Heads of Systems, and Transformation Directors accountable for maximising ROI from core platforms and introducing AI responsibly.Format

Duration: 30 minutes

Session Type: Fireside chat + live discussion

Date & Time: Thursday 12th February, 12:00 – 13:00 (UK time)

Guest Speaker: Jeff Davis, Director of Revenue Operations, Lucas Oil Products

Host: Lucas Oil Products and RevOps Automated

Reserve Your Spot

Join us for an honest, practical conversation with a revenue leader who has delivered adoption at scale — and learn how to turn Salesforce and AI into a true operating advantage.

Register now and take a confident step toward stronger adoption, clearer forecasting, and more predictable revenue performance.