Jordan Cunningham

About Jordan Cunningham

If you give Jordan a project, it gets done. And fast. As the main support person for our busy business development team, her can-do attitude gets a daily work out. She not only manages our customer database and is instrumental to our proposal and contract process; she tackles anything else that comes her way. In fact, she jokes that “other duties as assigned” pretty much sums her up.

Death by Complexity in the Modern CRM

crm-complex-customizeEveryone knows customer relationship management (CRM) is important. It’s the main source behind lead conversion and revenue recognition for many companies. But using many of the CRM systems available can be difficult. Especially because out of the box, they might not fit your needs. If that’s the case, you should consider customizing the system. It’s easier than you think.

That’s the great thing about CRM systems today – they can easily be customized to your organization’s business model. However, along with the positives of easy point-and-click customizations, such as new data fields, also comes the increased risk of creating useless and unreliable data. In a recent article I read The Five Data Management Practices B2B Marketers Are Overlooking, author Derek Slayton cites research from the Aberdeen Group that says companies that actively manage their marketing data for hygiene and improved segmentation require just 64 marketing responses to generate a customer. Those that do not require 329 (industry average) or 622 (laggards) touches!

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