Your best rep is not logging calls.
You have noticed.
You have said something.
They nodded and kept not doing it.
Here is the thing.
It is not laziness.
It is feedback.
Top performers optimise for closing, not compliance.
When the CRM creates friction, they route around it.
They work off memory.
They track deals in Slack.
They keep a personal spreadsheet.
They batch update on Friday when the data is already stale.
And because they are your best reps, they still hit quota.
So the problem stays invisible.
Until a deal slips because nobody updated the record. Until you lose pipeline visibility before a board meeting. Until a new hire copies the habits of the person next to them.
The reps are not the problem. The CRM is.
A system your best people work around is not a system of record. It is a system of friction.
@Attio gets used because logging feels like less work than not logging.
The UI does not fight you. The data model matches how deals actually move.
The best signal your CRM is working?
Your best rep uses it without being asked.
If that is not happening, the problem is the tool not the team.