CRM: The One Source of Truth
??Randall Craig
Advisor on business growth, marketing strategy, thought leadership, and digital. Author. CEO at Braintrust Professional Institute. Hall of Fame business speaker.
Despite having a CRM, do opportunities still slip through the cracks? Or perhaps that despite your best efforts, the CRM doesn’t actually reflect the huge amount of your business development efforts? So here’s a call-out and another question: where do you actually record all of your prospect and client interactions?
Unfortunately for many, it lives in a number of places, beyond the CRM:
What each of these things have in common: they are not the “single source of truth” for your relationships. They are alternative buckets where bits and pieces are captured, and then get forgotten. These buckets are rarely shared, and the data rarely gets used for analysis, nor rolled up in any forecasts.
The irony is that the effort that it takes to write the information down is about the same, whether it is in these buckets, or directly in the CRM.
This week’s action plan:
It’s exceptionally difficult to change habits, but in this case, the effort is worth it. This week, commit to posting all key interactions within the CRM. And transfer all of the data from your spreadsheets, post-it notes, and meeting notes into the CRM as well. When the CRM is the one source of truth, opportunities can’t fall through the cracks.
Contrarian views are welcome.
-Randall
[Content Authenticity Statement: 100% original content. No AI was used in creating this content.]
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