Imagine if Microsoft Teams, Slack, or email would work like this: to read new messages, you first have to load all messages, and then, compare them to the previous batch of downloaded messages and figure out if there’s anything new.
Wouldn’t make any sense, right?
And yet, that’s what you often do to find out what changed in your CRM data.
For decades, companies have employed interns, junior analysts, consultants, and data researchers to try to make sense of their CRM data and keep records up-to-date. It was—still is in many cases—a constant flow of files back and forth between systems and people. The era of FTP servers, as one might call it. Not a simple process, but it allowed data analysts spot changes in any data point. For salespeople, such analysis is critical because it helps discover new sales opportunities.
We’re well into the 21st century, so yes, there’s a better way. Let’s take a look at one easy way to keep track of changes in your CRM data, and do it without exporting and importing files.