CRM data management: the simple way to make your CRM data useful
“A database won’t do you much good if you can’t get data out of it quickly, reliably, and consistently. It won’t be useful if it’s full of incorrect or contradictory data. You can address all of these potential problems by using modern database tools, …, but only if you understand what those problems are so you can avoid them.” ( Rod Stephens – Beginning Database Design Solutions – Wiley, 2009)
Creating a digital solution can be compared to building a house. Nobody would start building anything without a proper architectural design, would they? In fact, software developers and entrepreneurs often rush to start creating something quickly – instead of planning it from the ground up.
In IT’s digital world, it often feels like you can start developing anything on a whim, then patch and fix it as you go – something that can be harder in (for example) real estate. On top of that, development is also fast, measurable and provides a dopamine rush. Everyday we can see something finished, that must mean high productivity!
Often, people understand too late how the lack of a proper design affects the quality of what they have produced. Rod Stephens’ quote was focused on databases but applies equally well to CRMs. After all, a CRM is just a database with software on top to create the user interface and run specific functions.
Today Rod’s words are perhaps more valid than ever for CRMs. Many CRM platforms allow users to create their own CRM from scratch, so also the CRM Data Management. Whilst others let you alter the framework to suit the client’s preferences, but Rod’s question remains: “…will the resulting tool actually be useful?”
Use = worth
Enter Pipedrive. Pipedrive will only show the type that has data. If a certain activity has no CRM data, it won’t appear. This ‘hiding’ of null CRM data management is common in chart development, and works to make rendering clear.
However, while building CRM data charts with rendering tools that create those shortcuts automatically can save space and make the process simpler – it can also limit the informative power of the chart if users can be unaware of the complexity of data behind it.
So, what does that tell us? For the best results, you need consistency, patience and knowledge – especially about the CRM data management architecture behind your programme. Ask yourself:
- How many different types of activity are available?
- What are they?
- Why have they been created?
- What is the expected outcome of each?
Only by collating and connecting the dots of missing information with the CRM data management, will you truly be able to manage your data and figure out what is really going on in your team.