The first step is review the objectives you had when you first implemented your CRM. If this was in place before you joined, reaching out to peer executives, marketing team, and sales reps can answer this (hopefully.) Then assess your current workflow and usage. As a start, get answers to the following:
This exercise wil branch off into other questions, but knowing where you are is the place to start to see what options you have and where you want to go.
Once you are confident your system provides an accurate history of accounts, you can then explore ways to have it provide a view into the future. Some areas that your CRM would be able to surface for you are purchasing patterns, most profitable customers, better account management, identifying accounts in crisis, competitor displacement, and vertical industry trends.
To do this, visibility is key. Having mandatory fields reps should populate will help achieve this. A good start would be to at least have:
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