Crinkle Cut Digital
Insights
Practical thinking on CRM, data, and marketing for Australian fund managers.
Execution is free now. Taste is the only thing left.
When the cost of building something collapses to almost nothing, the question of what to build, and how it should feel, becomes the only question that matters.
The website industry has a commodity problem.
Building a professional website for a small firm is no longer a skilled trade. The tools available in 2026 have turned what was once a three-month agency engagement into an afternoon, and the output is not a compromise.
AI Search Is Reading Your Website and Believing Every Word.
SEO and GEO Are the Same Discipline.
A point of view is the only content strategy that ages well.
AI Content Fails Without a Point of View.
The SaaS Model Has a Problem.
Salesforce's technical infrastructure is genuinely excellent. The object model, the automation engine, the formula layer, the integration architecture, these are serious tools built over twenty years.
Jan 2026
Automation Does Not Age Well.
Every automation is a snapshot. It captures the org chart, the coverage model, the product names, and the team structure as they existed on the day someone built it.
Nov 2025
Automation Degradation.
CRM automation stacks do not collapse, they calcify. Workflows accumulate the way meeting invites do, each one added for a reason, none of them ever removed.
Nov 2025
CRM Fields Are Not the Problem.
The instinct to minimise CRM fields mistakes tidiness for health. Fields are not clutter.
Sept 2025
CRM Field Governance.
Field count is the wrong metric. A CRM with fifty well-governed fields is less reliable than one with three hundred fields that each have a clear purpose, a named owner, and defined update logic.
Aug 2025
Automation Is Not Free.
Automation is the default setting in most CRM and marketing operations environments. If something can be automated, it is.
July 2025
CRM Adoption Is a Habit Problem.
A CRM that nobody uses properly is not a technology problem. It is a habit problem, and habit problems do not respond to process rewrites or training sessions.
June 2025
What Makes Business Data Worth Trusting?
A CRM is only as useful as the people using it, and people stop using it the moment they stop trusting it. It usually starts with the small indignities.
Apr 2025
CRM capability and fit are different problems.
A CRM can be enormously capable and still not fit. The gap between what a platform offers and what a team actually uses is not an adoption failure. It is a design problem.
Dec 2024
January reveals what the calendar hides.
Most CRM problems are not seasonal. The ability to find them is. January is the only month quiet enough to hear what the data has been saying all year.
Dec 2024
What Wealth Management Firms Do With Their Data.
Australian wealth management firms have spent years building genuine distribution intelligence. CRM platforms connected to marketing automation, contact-level engagement data, meeting history, campaign responses, fund-level activity patterns.
Mar 2025
Data Is Not Intelligence.
Wealth management firms have never had more data. Contact records, campaign engagement, meeting history, website behaviour, fund flows, all of it sitting in platforms that were expensive to implement and are expensive to maintain.
Feb 2025
Salesforce is not a reporting tool.
Salesforce captures activity. It was never designed to explain it. The expectation that a CRM should also be an analytics platform is where most reporting frustration begins.
Jan 2025