In this article:  Use the right CRM: Software tools purpose and scope.

Time – 5 min Purpose – Decision making

Have you ever used a knife as a screwdriver?

We probably all have done it once: the ability to make things happen with limited resources is what makes entrepreneurs successful, isn’t it?

Well, not always. Some entrepreneurs cannot swift from the state of very limited resources (startup) to a spendable capability (scale up).

This is probably “why” some can’t succeed as they are being too focused on savings and limited-spending policies instead of boosting growth. That state of mind is something that quite often reduces investments’ acumen and, instead, shrinks the business’ growth.

In all fairness, it is also true the opposite: some people are so comfortable in spending that they could end up with intemperate costs exceeding the possibility of their business: an easy predictable bankruptcy path. But people can incur another less manifest risk: the tendency in over-investment.

When management relies on strong confidence upon a robust business growth, it becomes very easy to invest with the intent to sustain that growth by boosting productivity.

Sometimes bad management is also prone to promote considerable investments to sustain its own advantages in managing significative budgets, but this is another story…

If something we’ve learnt from the Lean movement, it’s how to control the fine-tuning over expectations and investments rate to forge a successful business by keeping risk under control without axing the productivity and the growth.

It is great to be able to use a knife to unscrew something if we need to do so, but if we can use a screwdriver and save time, maybe it can change our mindset.

Time is the most rare and valuable resource we have; on its proper use rely the basis of success, well before the Seven Habits.

What is still complex for many of us is to determine how much the “time” itself costs to us. That perception affects the value of any investment: the ROI of the investments in productivity relies upon the perception of the value of time.

This is the reason why Use the Right Tools, consequently, is not so straightforward to everyone…

What the right tools are


Few years ago, I witnessed a company using the weirdest database I’ve ever seen, – we have to say that at that time the concept of CRM wasn’t fully clear yet. In this case the purpose was to collect leads among visitors at the fair trade. At that time, the most fashionable style was just to collect business cards, often hundreds of them, then process a selection of them once back in the office. Using a DB was a great enhancement of that process, wasn’t it?

In hindsight, that database wasn’t a real… DataBase. Its output was only to print labels to stick them on a paper letter. Yes, that tool was developed on … Microsoft WORD. The input of contacts’ names and addresses would result in an A4 printing of 24 stick labels. That was it. I couldn’t believe to not being able to export data in an acceptable format that allowed me to use it into a different database.

In the “IT calendar” this episode would be recorded ages ago, but how many people still just use Microsoft Excel to manage leads and customer data? An Uncountable number!

Has Office made people lazy? Or just the incredible amplification of possibilities have become hard to face for most of us?

The result is that there is a considerable amount of business people out there still waiting for a better solution to support their sales processes.

That need becomes better observable today: more business people show interest in CRMs, and it boosts the proliferation of CRM solutions in the market. (600+)

But let’s analyse:


  • What is your perception of the value of your own time? 
  • Can you and your collaborators still afford to waste time by using inefficient tools (often offered for free)?
  • Can today be the right time to change and start boosting productivity?
  • What utensil in your toolbox is getting worn?
  • How much time can you gain by speeding up your most common processes?

Incredibly enough, most of us are still not fully aware of it, and actually we can’t appreciate something we just we don’t know. 

When we experience a better way to achieve results, with less effort, it suddenly unveils the great amount of time we have just wasted away before to learn it. 

It then unveils the great amount of time we have just wasted over the years.

Then starting to use the right tools becomes of the essence of improvement.

Businesses rely on good relationship with the clientele, that’s why business leaders’ investment priority should take in account of what they need to do in order to support those valuable relationships at the best.



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