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CRM Data Uncovered

So, you have the best in CRM data - now what?

RIDGEFIELD, Conn. (PRWEB) -- Recent developments in CRM software might give the impression of CRM facilitation, but there are a number of concepts that should be applied to CRM data that are crucial to a successful CRM campaign and remain consistent regardless of advancements in CRM technology.

Coordinating efficient relationships between employees and consumers is often one of the hardest tasks an enterprise encounters. And although CRM technologies have evolved considerably, their end result - mountains of data which must then be evaluated and applied - can be overwhelming.

In the past CRM vendors have sold products/solutions in a one-size fits all manner but CRM technologies have evolved so considerably that there are now offerings available that allow an enterprise to purchase just the parts of a particular CRM product it needs to satisfy its CRM objectives and then assemble a complete CRM product customized to attaining those goals. So, the quandary that an enterprise's upper management faces is often not whether a CRM product capable of accommodating its needs is available but rather what is the best way to utilize the technologies and data acquired to foster the best results in its customer relations initiatives.

Before you think of throwing your pile of CRM data out the window, there are six key points for getting the most from CRM data..

Just because the data exists, doesn't mean it matters

Unless you have the capabilities and the inclination to act on all the data you've garnered, it's best to prioritize data by separating the useful, actionable information from information that, although interesting, is really not going to serve the overall initiatives of your enterprise.

Always communicate the ultimate objective

Even with something as simple as the transfer of data, the goals for sending that data need to be clearly stated so that recipient/s two floors down or halfway across the globe will know exactly what to do with it. Keep in mind these questions: Are you simply sending information, or are you expecting the recipient to take specific action? It is a common fact that much data ends up in someone's email box and stays there because initiatives were not clearly stated.

Stay on Track/Make an Impact

It might seem tedious and even unnecessary to plan a date to release data, but a master calendar of who is sending what from the Corporate Office is probably one of the best ways to keep the flow of information from getting stuck in a rut. Using a master calendar to designate when each department will receive information also allows for the opportunity to plan the information release date to achieve the best impact.

Achieve Micro and Macro by Highlighting the Benefits

By highlighting for managers the effect that the correct implementation of data will have on the broader issues of the business you, in essence, help them realize the importance that an individual or a specific group's productivity plays in achieving the enterprise's initiatives.

Open a Line of Communication with End-Users

Ask end-users what data would make their jobs easier, and be relevant to their performance. In creating a partnership to produce information that end-users could really utilize, the results will be evident in improved understanding and output levels. Furthermore, end-users will feel as though their input matters instead of just receiving random information that doesn't help in making their jobs easier.

Don't Overwhelm

While creating big binders chock full of information might seem impressive, if it takes more than 10 minutes to read and evaluate that information, then it isn't worth it. The only way to ensure that end-users read and understand the information provided is to give it to them in a way that can be quickly accessed and processed; the most important and relevant information should be positioned at the beginning of any correspondence.

To learn more about ways to best utilize your CRM data or to request a free proposal, logon to

About Poole Resources, Inc.

Since its inception in 1992, Poole Resources has stood by its commitment to helping companies tap into their current assets to cultivate top-line growth. The firm is led by business consultant and keynote speaker Barbara Poole, a veteran in the business world with over 25 years experience helping major corporations meet their business objectives. For more information about the company and their services, please send an email to

Barbara Poole
Poole Resources, Inc.
203-894-8406 (Fax)
54 Danbury Road #306
Ridgefield, CT 06877

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