A few weeks ago we did a post on CRM Systems are not a Magic Bullet for Business Development and discussed some ways to leverage your CRM (Contact Relationship Management) database. What we didn’t discuss was a few specific pieces of data that should be tracked.
Let’s discuss what fields are pertinent for Marketing 101. At the very minimum you should have the following fields:
- Account Type – required – is used to determine what type of account it is (customer, prospect, referral partner, past customer)
- Source – every record should have a place of origin
- Data Source – from a list that you typically import
- Lead Source – where did the lead come from? Even better if you have a Lead Type (print advertising, website, referral, etc.) and a Lead Source (the specific source; ABC ad, XYZ Landing page or Joe Smith)
- Industry – we are big fans of tracking industry so that you can see what kind of mix you have or should have
- Product/Service Type – ideally you would know what products/services each customer has so that you can do targeted marketing.
These fields allow you to do two things. The first goal is to track where all of your leads came from. If you don’t know, you ARE wasting your money. The second goal of these fields is to have the ability to segment your database to do marketing to all of the names that you already have.
The reason that we have CRM’s is to help us keep track of data. If you are not using it to the fullest of its ability, you are most definitely wasting valuable resources.