12 Reports to Drive CRM Adoption and Return on Investment – Part 1 | Chris Fritsch


To improve CRM adoption and contact data sharing, regular reporting is a must. These reports will provide the key insights and value that CRM users expect and also generate interest and buy-in.

For many professional service companies, finding ways to demonstrate CRM value and drive adoption is a constant struggle. Use of the system is rarely mandatory, which means that the marketing department is in the difficult position of trying to convince individual professionals that it is really useful to enter information themselves into the CRM system or to ask their assistants or marketing / business development staff to assist them. the entrance.

Too often this means that Marketing and CRM teams are constantly reactionary, trying to hunt down information that ideally should have been captured proactively. At the same time, and paradoxically, the professionals who are reluctant to enter or share their data are frequently those who request analyzes or dashboards from the CRM to help them in their business development.

If all of this sounds familiar to you, here are some key reports you can – and should – develop and disseminate on a regular basis to encourage information sharing and deliver value to your users, which can encourage greater adoption and greater awareness. sharing in the future.

Contact, company and relationship reports

Key relationships: Professionals often think that they are the only ones who know a particular person, which makes them protective of their relationships and / or hesitant to share them in the CRM system. But, in reality, when their relationships are shared, they’re often shocked at how many other people in the business know the same people. Additionally, when trying to develop business with a prospect, seeing a report that knows that highlights a key connection in the business is invaluable and can inspire greater collaboration and the sharing of additional contact information. and relationships.

  1. Newly added companies: Regularly reviewing business records that have been recently added to the CRM system can be another useful tool for business development and also ensures that new customers come into the system.
  2. Newly added contacts: Similar to new businesses, newly added Contacts should also be reviewed to make sure you are capturing influencers and decision makers from key companies.
  3. Company changes: Another way to deliver value to your users by letting them know that a business has moved, acquired, or ceased operations is reporting on changes to company records.
  4. Alumni changes: Even if you don’t have a formal alumni program, it’s still a good idea to keep track of your former employees for business development purposes. If a former partner is now legal counsel for a company that your firm has targeted as a key prospect, you are probably already one step ahead of the competition, provided that information is in good hands.
  5. New Customers / New Topics: We’re seeing more progressive companies embrace transparency because it encourages collaboration and can improve results. In businesses where cross-selling has become a priority, releasing a new customer report is a simple way to encourage collaboration between practices.

In our next article, “12 Reports to Boost CRM Adoption and Return on Investment – Part 2,” we’ll discuss reports on activities, metrics, emails, and subscriptions and registrations.

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