CRM, doc, or someone's head: where does your team's real knowledge live?
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You know that moment when the one customer detail you need isn't in the CRM, isn't in Notion, and only lives in one person's head?
And that person is on vacation?
Yeah. Happens way more than anyone admits lol.
It got me thinking about how most teams split knowledge:
- CRM for the stuff someone forced into fields
- docs for the stuff someone bothered to write down
- heads for everything that actually matters on a weird Tuesday
Tbh I don't think the answer is "put everything in the CRM".
Nobody updates it properly anyway. But the head-only stuff is a real risk, and it gets worse once you add AI tools that can only read what's written down.
How do you decide what goes where? Any rule of thumb that actually stuck?
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The rule that stuck for me is about the key, not the place. Every system my app talks to, purchases, attribution, crash reports, push, support, knows the user by the same id, and every contact support path prefills that id into the message. So when a question comes in, I do not need anyone's memory to find the payment, the crash and the ticket history, they line up on one key. The second half is your AI point: the drafts my support replies start from are written from a knowledge file in the repo, so if an answer is only in my head, the draft is wrong, and that is the nudge to write it down.