How to Get More Out of Your CRM

Don’t get hypnotized by complexity.

The West Wing

Customer Relationship Management or CRM systems are powerful tools that enable businesses to effectively manage their interactions with customers. By utilizing CRM software, your business can streamline your operations and enhance customer satisfaction.

Keep Your CRM Data Fresh and Up to Date

To unlock the full potential of CRM systems, it’s vital to keep your data fresh and up to date. Outdated information is like wearing mismatched socks—it may lead to missed opportunities, inaccurate sales forecasts, and less-than-stellar customer service. So, how do you tackle this data dilemma?


Regularly remove email bounces.

Why keep emails that are bouncing in your system? They’re not getting through to your audience anyway and they can throw up flags with email servers. Whenever you send an email to your database, delete any bounces.

Annual review and updating.

Most CRMs already have settings to let you know when a record can be categorized as “unengaged.” Develop an automated 2-email sequence that can be triggered on an annual basis to anyone who has not opened or opened an email or visited your website in 12 months. The sequence should provide some sort of free offer to get them to re-engage. If they don’t respond, archive them.

Make the CRM a key part of someone’s job.

There needs to be one person who is ultimately responsible for keeping the CRM up to date. If it’s everyone’s job, it’s really no one’s job. This person should receive support from the rest of the team in this effort, but they should understand that it is a part of their job to keep the CRM data clean and up to date.

Tracking Interactions

One of the greatest advantages of CRM software is its ability to effortlessly track customer interactions such as phone calls, emails, and website visits. By leveraging this valuable feature, businesses gain deep insights into the unique needs and preferences of their customers. It’s like having a crystal-clear window into their world! 

Armed with this knowledge, you can deliver personalized service that truly resonates with each customer, exceeding their expectations. Imagine anticipating their needs and providing tailored solutions before they even ask for it. That’s the power of effective CRM tracking, fostering strong customer relationships and ensuring their continued satisfaction.


CRM software offers powerful automation capabilities that can revolutionize business operations. By automating tasks such as lead generation, qualification, and follow-up, sales representatives can focus their time and energy on building relationships and closing deals. For example, instead of manually searching for leads, CRM software can automatically capture and categorize leads from various sources, saving valuable time and ensuring no opportunities slip through the cracks. 


While every business is different, there are three foundational types of automated sequences every B2B company should have in place and update as needed.

Thanks for contacting us. (potential leads)

Develop an automated email that is sent immediately upon a user completing the contact form on your site.  The email should thank them for connecting with you and  let them know when to expect someone from the team to reach out to them. Depending on the number of form submissions you receive, you may want to make this a short “heat check” email sequence to gauge how hot of a lead they are. You could offer them a video or PDF download with an overview of your product or services or ask them to complete a simple questionnaire to guide the first conversation you have with them. These additional steps should only be put in place if you need a way to weed out those who aren’t truly interested. 

Thanks for contacting us. (potential leads)

Once a year, send an email to all of your unengaged contacts that provides them with some kind of offer or free-of-charge value, inviting them to click on a link. When they click, have a 2-3 email sequence that delivers your offer and then directs them to recent blog posts or the services page on your website. This will help lapsed contacts to re-engage.

The 1-2 email for happy customers.

When a customer is happy (maybe at the close of a successful project or when a retainer client signs up for another 12 months of services), send them 1-2 email. A 1-2 email asks for a 1-sentence testimonial about what they like best about working with you and for 2 introductions to others in their network who might be interested in your services. Make sure to ask for introductions, not referrals. You can provide 2-3 sentences they can use in an email that introduces you to make it easy for them rather than just getting a name and email address. Their introduction will be much more effective than a referral. 


Another important aspect of maximizing the benefits of CRM systems is leveraging reporting features. CRM software can generate various types of reports to track and improve business performance.

Importance of CRM Reports

CRM reports play a vital role in unlocking valuable insights across different areas of the business. 

  • Sales reports offer a comprehensive view of sales activities, while marketing reports gauge the effectiveness of campaigns. 
  • Customer reports provide valuable information about customer behavior and preferences.
  • Pipeline reports track the progress of deals, and activity reports monitor all system activities.

By harnessing the power of these reports, businesses can spot trends, measure progress, enhance customer service, launch targeted campaigns, and improve follow-up and communication strategies. 

Analyzing sales reports can reveal patterns that help optimize the sales process, while customer reports can guide personalized interactions and improve customer satisfaction. The rich data provided by CRM reports empowers businesses to make informed decisions and drive meaningful growth.

Tips for Effective Use of CRM Reports

Harnessing the power of CRM reports requires selecting the right ones that align with your business objectives. By customizing reports to include or exclude specific elements, you can tailor them to your specific needs, making them more actionable and insightful. 

Sharing reports with team members fosters collaboration and facilitates informed decision-making across the organization. However, the true value lies in taking decisive action based on the insights derived from these reports. Remember, it’s not just about having access to the data; it’s about using it to inform and guide your actions towards meaningful growth and success.

CRM reports serve as a treasure trove of insights, offering a comprehensive view of your business performance across different areas. Customizing reports, sharing them with your team, and taking decisive action based on the insights they provide is crucial for informed decision-making and driving meaningful growth.

Remember, your CRM system is more than just a tool—it’s a powerful resource that, when used effectively, can revolutionize your operations, enhance customer satisfaction, and propel your business forward. So, embrace the potential of your CRM system and unlock new opportunities for success.


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Headshot of Chris LaFay

Chris LaFay

Chris's goal in life is to conduct connection and bring heart to every interaction in life. He puts humans above to-dos. He consistently brings the band back together, leveraging long-term relationships across a swathe of experience to empower career transitions, life event pivots, and, ultimately, an incredibly versatile, flexible, and creative team for his clients.