Why do you have a CRM?

Indulge me for a moment in a game of Let's Pretend.

Imagine ...
that you had ...
no CRM software at all.

Somehow ...
you just had a bit of magic ...
that would give you ...
any information you needed about your constituents ...
instantly.

Got it?

Now ...

What would you do with that information?

Who would you reach out to?
What would you encourage them to do?
What would you say, do, or offer to help them take that step?

Do you know?

If you do ... then that's the foundation of your communications strategy. That's what you should be trying to use your CRM for.

If you don't ... then no CRM software in the world will compensate for that.

Here's the thing:

Your CRM software is just a fancy tool with a lot of features. And like any tool, it can be sometimes fun and sometimes frustrating.

But focusing on the tool does not, by itself, lead to great outcomes.

On the other hand, getting the tool to do what you want ... can lead to great outcomes.

But only if you know what you want.

All the best,
A.