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Deep Dives: The CRM Database

A Note on Deep Dive Conversations

Deep Dive conversations are designed to get your thinking started so that the agendas will be fairly loose sometimes. We'll know we have a good deep dive if the meeting is conversational. We allow the conversations to dictate the questions, as the greatest insights often come from the 3rd follow-up question that we hadn't expected to ask but asked because of something said.

The purpose of the Database Deep Dive is to understand how data is being stored and managed, how things are being tracked (and what is being tracked), and to identify where potential gaps and issues within the database are.

Common Questions

  • What Key Data Points (frequently known as Objects such as Contacts, Accounts, and Opportunities in most CRMs) are you tracking?
    • How is each of the Objects currently being used? For example, leads versus contacts.
  • How do new leads get into the database?
  • Is there a protocol for entering data into the database?
  • How do you manage duplication?
  • What integrations do you currently have with your database?
  • In an ideal world, how would the database/CRM work?
  • Lead Flow
    • How do new Leads get into the database (e.g., manual entry, form capture, etc.)?
    • Is there a protocol for required information to input information into the database for each object?
      • How is this information monitored?
    • How are Leads & Opportunities being assigned?
    • How are you tracking progress with Leads & Opportunities?
      • What (if any) third-party tools are you using the track this?
    Database Usage
    • How does marketing use the database?
    • How does the sales team use the database?
    • How does the service team use the database?
    • Does anyone outside of marketing, sales, or service use the database? How so?
    • Do you have any segmentation for marketing outreach and/or sales outreach?
  • Is data going to need to be put in HubSpot? Where is that data? How is it going to be accessed?
  • In an ideal world, how would the database work?

Follow-up Actions:

  • Could you please provide access to the database(s) if it has not already been provided
  • Could we get an export of all fields/properties from the database(s)