Blog - Fixing your CRM fields - and why it matters - Everpeak Partners

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Every place a page here uses this source, in the order the words come in it.

1. Why? Because it’s a pain to fix and seems somewhat harmless. “Where do our leads come from?” When organizations don’t thoughtfully work through these questions, several problems arise:

   In Attribution and reporting

2. Why? Because it’s a pain to fix and seems somewhat harmless. “The Go-To-Market process is what needs to be understood first.” When organizations don’t thoughtfully work through these questions, several problems arise:

   In CRM data standardization

3. Why? Because it’s a pain to fix and seems somewhat harmless. “will form the foundation of what your data looks like years into the future.” When organizations don’t thoughtfully work through these questions, several problems arise:

   In CRM data standardization

4. Why? Because it’s a pain to fix and seems somewhat harmless. “Incomplete and inconsistent fields are almost always a result of an incomplete and inconsistent Go-To-Market process.” When organizations don’t thoughtfully work through these questions, several problems arise:

   In CRM data standardization

5. Every CRM has a fields associated with leads, contacts and opportunities (records).  It is very standard.  And quite literally, EVERY organization has a bunch of fields that people don’t utilize or do so inconsistently.  It’s the norm. “Because it’s a pain to fix and seems somewhat harmless.” Here’s the problem. Incomplete and inconsistent fields are almost always a result of an incomplete and inconsistent Go-To-Market process.  Furthermore, the fields you choose - or thoughtfully don’t choose -  will form the foundation of what your data looks like years into the future. The Go-To-Market process is what needs to be understood first. Where do our leads come from? What data to we have? What do reps need?  What data can we enrich?

   In CRM data standardization

6. Which fields should be required? “Are we requiring the right fields?” Are the optional fields superfluous and simply causing confusion?

   In Required fields and data completeness

7. Why? Because it’s a pain to fix and seems somewhat harmless. “What data can we enrich?” When organizations don’t thoughtfully work through these questions, several problems arise:

   In Data providers and enrichment

8. Where do our leads come from and in what ways do they enter our CRM? “How are we going to reach them?” What is the journey in a Closed-Won vs Closed-Lost scenario?  More specifically, how do we ensure that non-responsive prospects still receive automated messaging to bring them back?

   In Inbound and outbound channel selection

9. The GTM Problem “Collectively agreeing upon the fields and structure in your CRM requires a high level of discussion, process and internal alignment.” Internal alignment on the fields that matters means first aligning on the Sales Process that matters. “How do we go from a Lead to a Customer to a Net Promoter?” This means doing it consistently and efficiently.

   In Outbound CRM data model

10. How are we going to reach them? Channels (i.e. phone, Linkedin, email) Cadence (i.e. email #1, email #2, LinkedIn message, phone call, Closed) Content (i.e. message 1, case study 1, free offer) “What is the journey in a Closed-Won vs Closed-Lost scenario?” Which fields do we need to run this process?  How should they be designed Required vs Optional Dynamic Fields vs Static Type (i.e. Picklist vs Free Form)

    In Outbound lifecycle and disposition model

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