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.