How to Make your CRM Your Single Source of Truth

Image to depict focus - CRM systems are the cornerstone of customer-focused strategies
Embedding CRM at the heart of your business can turbo-charge your relationship capital strategy and drive full value from your investment. How to do this? By augmenting your core CRM with external data on buyers and influencers.

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BoardEx helps clients across many industries create higher value from relationship capital management through seamless integrations with their internal CRM systems. We have developed high-performance applications for a wide array of CRMs such as Salesforce and MS Dynamics 365, delivering actionable people intelligence on decision-makers and buyers for a range of business scenarios.

For many firms – CRMs often fall short of being the single source of truth that it should be. Recently, the Head of CRM at a major strategic consulting firm was speaking with her BoardEx account lead about how her firm could get more value from its CRM system.

Integration of CRM into BoardEx through Salesforce

 “I want to get our people to stay within the CRM system as much as possible,” she said.

“To maximize the investment we’re making in the CRM, we need to make sure people are using the CRM regularly – which means increasing adoption and usage while also enhancing the user experience.”

Your Single Source of Truth

If used correctly across the organization and populated constantly with up-to-the-minute data, the CRM can provide an accurate and timely view of clients across verticals, products and services to inform sales and marketing strategies, providing you a consistent source of truth within your data.

The Result

When leveraged effectively, the business can meet the needs of both existing and potential customers more effectively all from one single system.


In most firms, the value of the CRM is plagued by poor data quality, lack of data maintenance and fragmented usage, with internal customers split between light and heavy users. Intermittent or no use results in potentially valuable data on customers, key buyers and influencers being old, inaccurate, or even missing entirely. 

How do all these challenges arise?

Sales professionals often feel they work from too many systems. They may regard updating the activities and information in the CRM as an admin task that is cumbersome, tedious and laborious. Time spent on data management is time taken away from speaking to prospects. 

The risk

Outdated and incomplete information, and duplicate contacts in the CRM erode trust in using that data for research, outreach and decision-making. This in turn impacts pipeline management and forecasting. A complaint that’s commonly raised by marketers is poor visibility into the success of acquisition and retention campaigns, with the sub-standard data in the CRM system making it very difficult to measure returns on investment and justify requests for new spending.


High-performance applications that plug into CRM systems can convert contact and account data into actionable intelligence on relationships – thereby increasing sales and marketing effectiveness by helping the CRM to become the single source of truth across the enterprise.

Our CRM applications enhance convenience and user experience while encouraging people to spend more time in the corporate CRM system. The in-house CRM data is enriched with the experience, interests and committee memberships of key buyers or decision-makers, enabling interactions with them to be personalized.

We are consistently enhancing our integration options. See below for our latest Salesforce enhancements, and how integrating BoardEx can help increase your business value from your CRM.

BoardEx’s experience with our own clients shows consistently that integrating applications that provide access to external data on board members, C-suite executives and influencers into the CRM produces three key benefits:

  • Centralized CRM workflows — With the BoardEx application, CRM users get seamless access to accurate, complete, timely and relevant data on key buyers and senior decision-makers from across the BoardEx network in one location – your CRM.
  • Deep, real-time insight on people and relationships (On-demand) — BoardEx reduces the time taken to perform research with reliable and objective data. It also enables users to harness and convert people intelligence that’s updated daily on ways to connect to existing and new decision-makers.
  • Higher value from investments in CRM — Availability of timely, complete and contextual people data within the CRM helps teams to create winning sales and marketing strategies, by driving higher-quality interactions with accounts, clients and prospects.
For more insights and updates on optimizing your CRM System with BoardEx, follow us on LinkedIn
This article was updated on June 23, 2022. 

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