Our vision for overcoming information overload in CRM systems

February 3, 2012 - 3 minutes read

Information-OverloadThink of the times in life when you are barraged with a tidal wave of information, but all you really want to know is, “what do I really need to know right now?” That inch-thick stack of mortgage paperwork. Credit card agreements. Mobile phone instruction booklets. Automobile owner manuals. Insurance policies.

Now let’s picture the documents that tell you what you need to know to take an action right now. Recipes, for instance. They tell you:  Get these specific things out of the cupboard or fridge … if you don’t have some items, buy them … and this is how much you need … now do these actions in this order. Recipes walk you through just the actions needed to get the desired result.

Recipes do not tell us all information there is to know about cooking and baking and the foods we’re making. There is a reason why measurements should be precise when baking. There is a science to proper ingredient substitutions. There is a method behind why some foods are ideal paired together and others should never touch each other on the same plate. But a recipe doesn’t get into all that. If you want more information, there are plenty of books and web sites where you can learn.

CRM systems contain entire libraries of information about customers and sales. But you don’t need the whole library all the time. Isn’t it counterproductive to walk into a library and face stacks and stacks of books when all you want is a book about how to train a new puppy? No one just wanders the shelves containing millions of pages if they’re seeking a specific solution and they need it fast. Instead, there’s a simple search method that gives a few choices, and it gives the brief information needed – in a library, a code of letters and numbers – to quickly and easily find the location of the precise information needed.

Our vision is to do this for CRM. To deliver only the information that sales reps need each day to take action. To deliver only the most relevant information, e.g. the information that leads directly to actions that will produce sales and revenue and keep your profitable customers happy.

We believe that less information is often more valuable.

So, how much information – and what kind of information – are your sales reps receiving? How can you make it actionable information, more like a recipe?

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