Why a CRM matters

Years ago when you were putting together strategic relationship mapping for clients/targets it was done on an excel spreadsheet.  A relationship matrix that would allow you to allocate the level of relationships across the firm from ‘knows your name’ to ‘advocate.’  I still use the matrix today for my coaching clients looking to raise their profile with stakeholders/clients.

This was all before we had sophisticated systems that talked to each other.  Automated systems that now track engagement, financials, etc.  That provides real time data meaning that hopefully nothing slips through the net.

I was at a global firm the other day, chatting to one of their BDM team and guess what, no CRM.  Nothing, excel spreadsheets a plenty but no integrated data.

From my perspective this is a huge red flag risk on multiple levels.  See why…..