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Blog - Fixing your CRM fields - and why it matters - Everpeak Partners
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Quoted on this wiki
Every place a page here uses this source, in the order the words come in it.
Where do our leads come from and in what ways do they enter our CRM? “Content (i.e. message 1, case study 1, free offer)” 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?
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:
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:
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?
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.
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)