Building the Case for Only Using Contacts in Your CRM

Building the Case for Only Using Contacts in Your CRM

Okay, you bought in. You’ve read the post on the benefits of taking a contacts only approach to CRM, the one on challenges you’ll need to work through if you don’t use leads, and my last post on mechanizing a contacts-only CRM strategy. This post is about how to assess your current lead management process and how to […]

How to Take a Contacts-Only Approach to CRM

How to Take a Contacts-Only Approach to CRM

How do you actually mechanize a contacts-only approach to CRM? Ideally, it’s from the start on the first day you activate your CRM. Most of us, all right, pretty much 99.8% of us, don’t have an opportunity to set up a new CRM from scratch without legacy data. This post brings you through my experiences […]

Don’t Use Leads (Only Use Contacts) in Your CRM

Don’t Use Leads (Only Use Contacts) in Your CRM

In B2B marketing and sales you aren’t engaging one person, you’re engaging a buying center. That’s B2B Marketing and Sales 101 and the concept of what comprises a buying center is thoroughly explained in hundreds of college text books and thousands of articles and blogs. The dynamics of buying centers and why they’re critical in […]

The Five (and a half) Pillars of Data Usability

The Five (and a half) Pillars of Data Usability

Articles on data are typically about how to enhance, improve, or manage data accuracy. Data accuracy is important, it is critical, but it’s only one facet of the broader theme of data usability. The data you have might be 100% accurate, but it still might not be worth much at all if it isn’t usable. […]

Lead Thresholding: Don’t Do It

Lead Thresholding: Don’t Do It

Mulch volcanoes (mulch piled up 6”, 8”, 10” up the side of a tree) is a common sight in gardens and lawns across the country. And, while it keeps weeds from coming up and looks good, people not in the know mimic this practice. It turns out this is a bad practice to follow (unless […]