More Data Is Not Always Better
One common mistake when setting up a CRM is trying to track everything. The result is a system that takes too long to update, gets filled with incomplete records, and becomes an admin burden rather than a business tool.
The Essential Fields for Every Contact
- Full name and primary contact method
- Lead source — where did this person come from?
- Service or product they are interested in
- Current pipeline stage
- Last interaction date and summary
- Next action required and by whom
- Estimated deal value
The Pipeline Metrics That Matter
Beyond individual contact records, your CRM should be helping you track performance at the pipeline level:
- Total active leads by source
- Conversion rate at each stage
- Average time in each stage
- Close rate overall and by source
- Revenue in pipeline vs revenue closed
Why Lead Source Tracking Is Critical
Knowing that 60% of your best clients come from Google organic search while Facebook leads have a 5% close rate fundamentally changes how you allocate your marketing budget. Without tracking source, you are guessing.
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