CRM Fatigue to Full Rox Adoption

Challenge

CRM Became Bureaucracy, Not Enablement

Before Rox, Puma Energy had abandoned its CRM entirely. Internal adoption had collapsed, seen as more of a burden than a benefit. They were only using 2% of the features.

Pain Points:

• CRM perceived as bureaucratic, with poor usability

• 98% of features unused, creating cost-efficiency mismatch

• Sales tracking devolved into offline processes

Solution

Simplicity Rebuilt Trust: A CRM People Actually Use

Puma Energy rolled out Rox’s AI-Native Revenue Operating System as a fresh start, a system built for action, not administration.

Unlike legacy systems, Rox combined internal data with real-time external sourcing in one interface. With intuitive UX and embedded intelligence like “clever columns,” Rox became the first revenue tooling Puma’s teams actively embraced, using up to 90% of the system and reducing the need for manual workarounds.

Key Tactics:

• Combined internal data with live external signal sourcing

• Feature usage optimized to 80–90% across the org

• Embedded logic and automations like “clever column” simplified analysis

Impact

From Abandonment to Adoption: Clarity That Drives Efficiency

Rox delivered what Puma’s previous tools couldn’t: trust, adoption, and true operational clarity. By making the right thing also the easy thing, Rox transformed digital engagement across teams. With no need for rigid processes or admin-heavy workflows, reps now focus on conversations, not configuration. Rox wasn’t just another tool. It was the “injection of efficiency” Puma had been missing.