Search by keywords:
Search resources by: Competency
Content Format


Not a member? Sample unlocked content here.

Topics Covered: <a href='/resources/search/?query=Evaluation'>Evaluation</a> | <a href='/resources/search/?query=Executives'>Executives</a> | <a href='/resources/search/?query=Sales Management'>Sales Management</a> | <a href='/resources/search/?query=Customer relatinship management (CRM)'>Customer relatinship management (CRM)</a>
Marketing & Tech
Dec 1, 2009 | Michael Kypros lock

For any business that uses a CRM system to manage its client information, including sales, marketing, and billing data, the sales team has a multitude of reporting capabilities and access to client information at all times. This information can give a detailed view of any client's sales statistics, their current account status, and even a view of their billing cycles and marketing records. Because there is so much information saved in the CRM files, it is necessary to do a regular CRM review of all the accounts and data available to ensure that the records and information are kept up to date, as well as to assess the success and status of current sales tactics.

How to Review CRM Records

A Customer Relationship Management system, or CRM, has powerful and customizable reporting options. When performing a CRM review, it is important to set the reports to track and organize the data that your salespeople need to assess their successes and what their client accounts consist of. Select the options that are important to your team, including current client address, phone and contact information for each account. Including the contact information will allow your front office to verify any changes in client information customer records that may have occurred so it can be updated.

Once the criteria has been selected for your reports, run reports like marketing, sales, and accounting reports using the client accounts you want to assess. Each report will show a different perspective of the client account and allow you to get a cumulative view of the account status.

Assign each report to different sales team members to evaluate and report on. Each report should include an assessment baseline for the current account status.

If one account review seems to raise more questions that others, then run a report that will include all of the client's data in one comparative report. This function will allow you to prove or disprove any theories that had cropped up during the initial evaluation reporting. You and your sales team can now decide what steps need to be taken, if any, to address and potential concerns or issues.

If you and your staff perform a CRM review every three months, you will allow you team and your business the ability to utilize the powerful tools your CRM system supplies and keep a tight rein on your sales potential. Use this knowledge to better control your bottom line.


This content is exclusive for CPSA members

Become a Member

Already a member? Login to see full the article.

About the author:

Related Resources