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What Is Your CRM’s IQ?

by Roxana Rangu on March 6, 2019

4 minute read

How “savvy” is your CRM? Watch this webinar where our team of CRM experts has created a formula for calculating your CRM’s IQ that will help you get your CRM off to the right start in 2019 and boost your sales!

Thank you to everyone who participated in this meeting! Below is the video recording of the meeting, general notes as well as the questions & answers.

If you have questions, please feel free to contact us.


  • Introduction
  • About W-Systems
  • What makes up a CRM’s IQ?
  • Improving Your Low Scoring Areas
  • How to Get Access to Your CRM IQ
  • Q&A

Slide Deck

Destination CRM Webinar Q&A

What’s the difference between the CRM IQ test and a health check?

When we’re upgrading a customer’s CRM system, we always do a health check on that system to make sure that any customizations or integrations are compatible with the next CRM version. This is a critical part of doing upgrades.
The CRM IQ test has a broader scope - to see how to extract more value out of your CRM, whether you’re planning on upgrading or not.

You mentioned earlier that data quality is a common issue for organizations using CRM. Why is that?

We see often companies starting with poor quality data and not taking the time to scrub and cleanse that data before they do a system implementation.
We’ve also seen situations where the internal processes weren’t good enough to keep data quality high, such as periodically running reports to look for outdated data, duplicate data, scrubbing information inside the system.
Traditionally, CRM systems require ongoing maintenance to keep data quality to a high standard and a CRM administrator has to remove or archive outdated and duplicate information and make sure that any external data feeds are feeding correctly and that the data is correct. 

Do you have any recommendations for convincing management to stop looking at CRM as a "sales tool" and instead take a larger view of CRM?

The key is to get the managers to understand the employee that’s using the system point of view. Managers need reports and charts and they need them to be accurate all the time. What they don’t understand is that someone has to keep CRM data updated so they could properly display it in reports and charts. You need to make sure that they understand that not everything in the CRM’s frontend happens automatically.
That’s why we try to make sure business managers understand that if your CRM system is incorrectly designed, or your process automation and user adoption are not adequate, the data they’ll see in reports and charts won’t be good or accurate enough.
The key is to be straightforward about it and hopefully, they’ll begin to see the importance of it. 

Do any of the three big providers offer concurrent user licensing models? Why isn’t that a common pricing model anymore?

If this pricing model is important to you, you should bring it up with your vendor or your account manager or consultant if you’re our customer. If there is not enough value in having an employee on the system to justify the cost of the license, you have two options:

  • To figure out how to make that experience more valuable and make the user license worth it.

  • Find other ways to tailor the experience and information they need. These include using mobile apps with custom functionality or using a portal.

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