Despite having a CRM, do opportunities still slip through the cracks? Or perhaps that despite your best efforts, the CRM doesn’t actually reflect the huge amount of your business development efforts? So here’s a call-out and another question: where do you actually record all of your prospect and client interactions?

Unfortunately for many, it lives in a number of places, beyond the CRM:

• Excel spreadsheets
• Post-it notes
• Handwritten or computer notes from meetings. (Still using “moleskin” books?)
• Email correspondence
• Conversations at networking events
• And more

What each of these things have in common: they are not the “single source of truth” for your relationships. They are alternative buckets where bits and pieces are captured, and then get forgotten. These buckets are rarely shared, and the data rarely gets used for analysis, nor rolled up in any forecasts.

The irony is that the effort that it takes to write the information down is about the same, whether it is in these buckets, or directly in the CRM.

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