The most common situation is a growing small-to-mid-size business already using Zoho CRM (often as part of Zoho One) that has outgrown the default setup. Their sales or operations process doesn't match Zoho's out-of-the-box fields, layouts, and workflows. Clients typically need custom fields/modules, workflow automation (Blueprint, Workflow Rules, Zoho Flow) to replace manual processes, integrations between Zoho apps (CRM to Books, Desk, Campaigns) or with outside tools (WhatsApp, websites, Stripe, QuickBooks) usually via Deluge scripting or REST APIs, migration of messy legacy data from spreadsheets or another CRM, and custom reports/dashboards for sales visibility all because Zoho's low cost attracts SMBs without in-house dev teams, making "connect and customize" the bread-and-butter consulting job.