This week, I spoke to Sasha Peterson, who is the CEO of TargetX. Known primarily for their CRM designed exclusively for higher education, TargetX specializes in improving what Sasha calls the “student delight” cycle. They help education organizations recruit students, run their admissions process, and engage students on campus. This multi-layered approach reflects TargetX’s bold mission to turn traditionally separate departments into a single, unified force. In his six years at TargetX, Sasha has often found that integrating a CRM is nowhere near as challenging as creating a new operational culture that allows the CRM to fulfill its intended purpose.