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With CRM data, more isn't always merrier

David Taber | March 28, 2014
The cornerstone of CRM systems (and any sales or service transaction) is interaction between your people and your customers. But more people records in the system isn't necessarily better, as many data quality problems in CRM are caused by the cacophony of too many contacts.

Finally, you need to define contact roles. Do so with a three-junction objects that points first to a contact and then to an account, opportunity or case. The contact role parameter, typically implemented as a picklist, indicates what this person is doing in the context of a particular account, opportunity or case. This is how you indicate that an individual is the decision maker in one deal but only a weak influencer in another.

Each of these distinctions needs to be visible - in fairly intuitive ways, hopefully - from any system integrated with the CRM that must be used by sales or marketing. That goes double for any data warehouse or reporting engine that uses these data.


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