Find The Right Data In Your CRM

According to Salesforce, CRM applications can help increase sales up to 29, sales productivity by up to 34, and forecast accuracy by 42—but that’s only if you can get the right data into your CRM, complete your CRM work quickly, and find what you’re looking for when you need it.

While 74 of users said their CRM system gave them improved access to customer data—a majority of Salesforce CRM users think the data they have isn’t useful or reliable. Between poor data quality, siloed data, and a lack of reporting and analytics tools—finding the right data at the right time has become a big problem for CRM professionals.

Learn from the following CRM best practices so that you can:

  • Better organize a chaotic CRM
  • Set more pragmatic and measurable sales goals each quarter
  • Create better sales reports that focus on the right insights
  • Track only the most pertinent sales metrics

Set Goals That Focus On Only Important Data

Whether you’re a sales leader or rep, you know that keeping your accounts and leads organized is one of the most important activities you should be doing everyday. Organized sales data helps you better understand your business and customers—and is essential when managing priorities, creating reports, and hitting quarterly goals.

But in a world where CRMs are often bogged down with a clustered mess of fields, views, and reports—how do you quickly identify the most important data? And find it when you need it?

If you’re experiencing unorganized chaos in your CRM, it’s time to take a step back and focus on what matters most—the KPIs that you can influence and the opportunities or customers that you are most likely to impact.

In other words, it’s time to concentrate more on the things that you can actually control and less on things you can’t.

To do this, start each quarter by creating more pragmatic sales goals. Identify 3-5 goals that you should reach this quarter. Although you may feel like a superhero, do not give yourself 10 goals. This can be confusing and difficult to track through a 3 month sprint.

Second, make sure that all of your goals are measurable.

For example, one of your goals can be to increase lead to opportunity rate by 10 or upsell 5 existing customers.

These goals are specific and measurable.

Once you’ve identified your quarterly goals, organize new views in your CRM so that you only see the most important fields that you need to accomplish these goals. This will keep you from the bombardment of irrelevant data and honed in on the task at hand.

Finally, make sure that you report on these goals weekly, bi-weekly at the very least, to ensure that you and your team is on track for a successful quarter.

Optimize Sales Reports

Speaking of reports, nothing irritates sales leaders and company shareholders more than unbearably long reports chock full of numbers and fields that are irrelevant to their decision making. It’s time that we take a look at what they actually need to see—and eliminate the rest.

Great sales reports serve to illustrate where your organization stands from a sales perspective and should help you understand where you need to be going. The raw sales data in your CRM will rarely suffice.

The key to a great sales report is simplicity—and the most important questions that need answering in every sales report are:

  • How have we done so far this quarter?
  • How are we going to finish the quarter?
  • What does next quarter look like?

Knowing that you’ll always need to answer those 3 questions, means that you can optimize your sales reports accordingly and pick the 3-5 most important sales metrics to monitor for each opportunity.

Consider the following:

  • Deal Size: How much is the opportunity worth?
  • Stage: Where does the opportunity reside in your sales process?
  • Close Date: When do you expect to close this opportunity?
  • Forecast: How confident are you that this opportunity will close?

Keeping your sales reports optimized can save hours of sifting through—and trying to interpret—irrelevant sales information. It can also help alleviate the end-of-quarter panic that many teams face.

How do you make sure that you find the right CRM data at the right time? Do you configure custom views or reports for your sales team? What tools have you used to help you organize and find your CRM data? Put your feedback and any questions you have in the comments section below.

minute read

Popular stories



BriteVerify email verification ensures that an email address actually exists in real-time


The #1 global data quality tool used by thousands of Salesforce admins


Insights and deliverability guidance from the only all-in-one email marketing solution

GridBuddy Cloud

Transform how you interact with your data through the versatility of grids.

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality


Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time