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This guide is the part of An Ultimate Guide to Integrating Your CRM to Grow Sales and Automate Work.
Inputting data into the CRM seems to be nothing difficult in today’s times of cloud technology. It doesn’t take too much time to add new companies to your CRM system, by uploading Excel files you’re working on or by migrating from any other sources.
But simply uploading all your information to one place without having a proper structure in place, first, might have negative consequences on your data management and analytics.
Having all the information about your business contacts and potential leads is a great first step to setting up an effective CRM process within your business.
But once you and your team have all the information in a CRM, your database will keep growing and at the end of the day, you’d like to know why these records appeared in your CRM system.
That’s where a source attribution comes into play. With the right identification of the source of companies stored in your system, you’d be able to:
So what’s the ultimate goal of storing all the information in a CRM? One of them is definitely a more efficient sales team and every day’s workflow. But using a CRM also means storing all the relevant data in one place.
If you have all the data in place why not use it in optimizing your business strategy and operations?
If you structure the data properly, you will find it very easy to extract proper analytics from your CRM tool, including:
Putting the right data structure in place will make it very easy for your team to use the CRM more effectively in your daily work.
Let’s say that your sales team wants to target companies of specific size, industry or revenues. Having the proper structure set up in your CRM will let your team do the proper filtering and consequently, make it very easy to export all the information to any other tool they use on a regular basis.
How can filtering work in practice?
The first step to an effective data structure setup is learning about your needs when it comes to the analytics and sales process.
The good way to do it would be to:
a) Establish key business KPIs driving your decision-making process.
These could be data like:
b) Design a sales process within your business
Designing a sales process and dividing your team’s responsibilities will help you identify your team’s technological and data needs within each part of this process.
Before you start with data structuring you should have a clear view on:
Only then would you be able to learn about the actual data needs within each stage of sales.
c) Run a meeting or survey with your team.
After all, any data you store within your CRM should help your team succeed in their daily work. Thus, running a meeting or survey with your team is a crucial step to learning about your actual needs.
If you have a large team, use tools like JotFor or Typeform to build surveys and collect answers from your team. Alternatively, if your team is small schedule the group meeting with your team, using Calendly or Doodle.
Some of the questions in the survey can include:
Once you’ve collected all the relevant information, it’s time to set up the proper data structure in your CRM. To make it work, you need to list the attributes which will be included on specific data level in your CRM, including:
So which attributes can you use to make it work right in your organization? Here are a few examples:
Now we come to the most important step which is inputting all the relevant information to the CRM system. This can be done either by manually inputting the information by the CRM users or every time you want to upload a new batch of data into the system.
So what are a few key tips to make it work right in your CRM?
a) Set up the most important fields to display in the “Add new” dialogue
Making sure the fields display every time something new is added to the CRM will increase the chances of the most important data stored in the CRM.
b) Set up important fields to pin to the screen prompting a user to fill in the data
With the built-in Pipedrive’s feature to mark the most important data, you can make sure the most important information is pinned to the screen, prompting the user to fill in the information whenever he visits a company profile.
c) Set up a Google Spreadsheet file for automated data upload
Whenever you’d like to import new data to your CRM, you can do it in 3 ways:
It’s helpful to set up a proper system, letting you upload any new campaigns to the system automatically, without too much work needed from your side.
A good choice is setting up a Google Spreadsheet file, synced with your CRM (or/and mailing automation tool) to help you upload information in a structured way.
An automated CRM will not help your business grow unless you have data to use and act on inside your system.
Setting up a database is a great first step to start using a CRM more effectively and if you’re running any kind of business you already have a significant database in place — either in personal files, excel spreadsheets or in other software, you’re using.
Make sure you reflect the structure of the data in your CRM properly to support your sales process, team’s activity and weekly, monthly or annual analytics.