Keeping customer resources in the system rather than in salespeople's heads is CRM's most basic and most valuable function.
Keeping customer resources in the system rather than in salespeople's heads is CRM's most basic and most valuable function. This article draws on our hands-on experience serving over 3,000 enterprise clients.
Many enterprises fail at CRM because they treat the system as a supervision tool—sales resist entering data, and the data becomes distorted.
A good CRM should help sales win deals: automatic follow-up reminders, a full customer view, and less duplicate entry.
Avoid customizing dozens of custom fields from the start—the more fields, the lower the entry rate. Run with standard fields for six months first.
There is no absolute right or wrong in technology selection—what matches the business stage is best.