In his case, he uses it as a CRM for prospecting and it really isn't that bad at the business development end where you don't have a lot of people doing a structured process. But if you could somehow add some structure to notion, in the UI or with some AI interpretation of the text, or both, I could see Notion becoming a CRM or something else, think of something like a spreadsheet for notes.
Of course it might not be Notion that does it, it might be a startup that does it, it might be an established company. Saleforce is a good comparable because you can customize Salesforce to build many kinds of application but you still need programmers to do it. Is somebody in 2024 going to build a system which is as flexible, maybe even more flexible, but doesn't need the programmer?