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Don’t let your CRM data go to waste

SmartPulse — our weekly nonscientific reader poll in SmartBrief on Sales — tracks feedback from sales managers and executives. We run the poll question each Wednesday in our e-newsletter.

Last week, we asked: How would you rate your use of CRM data?

  • OK: 34.48%
  • Terrible: 31.03%
  • Not so hot: 20.69%
  • Great: 13.79%

I have to say I was surprised that more than 10% of you said you are doing a great job using data on customer-relationship management. Most companies I work with are doing a good job of collecting data but are not leveraging that data in their strategic decision-making process.

No matter where you are, I urge you to ensure sure you are measuring quantitative and qualitative indicators. Look beyond the numbers and track how you are connecting with customers and how they feel about their relationship with you. Then, use that information to build stronger relationships that can withstand competitive pressures.

Stephen Pia is the founder of COACH MEdia and a sales trainer and coach.