01
Map entry points
List where inquiries originate, such as events, referrals, and direct requests. Decide which source categories are distinct enough to change the follow-up conversation.
01 / The operating question
A source is more than a label.
An event conversation, a partner introduction, and a direct inquiry arrive with different levels of context. Treating them as identical can leave a teammate guessing what to ask and who should respond.
Before choosing CRM software, agree on the minimum information that makes an inquiry actionable. Then test whether a potential system can preserve that information from initial capture through qualification, without asking a small team to maintain fields nobody uses.
02 / Seven-step field guide
Design the record before the pipeline.
Use these decisions to evaluate CRM workflows with marketing and the people who qualify inquiries. Document the rules before moving existing records.
02
Set the minimum record
Choose a contact method, source, inquiry date, and a short description of the request. Require only what can reasonably be known at the point of capture.
03
Keep source detail separate
Use a controlled source category alongside optional detail, such as an event name or referring contact. Check whether the CRM can retain both without forcing them into one field.
04
Define qualification
Agree on the questions that matter, such as the problem to solve, relevant use case, and readiness to explore. Record unknowns as unknown rather than assuming a fit.
05
Assign responsibility
Name a role responsible for reviewing each new inquiry and setting a next action. Evaluate how a CRM represents ownership and makes unassigned records visible.
06
Control record creation
Decide when a contact should be linked to an opportunity and who makes that call. Explore duplicate detection and record-linking options before importing existing lists.
07
Review and migrate in stages
Assign a data owner to review missing fields and source categories. Clean a small sample first, map old values to the new model, and inspect the imported records before moving the rest.
03 / Qualification lanes
Let the source shape the first question.
These are example paths, not fixed rules. Capture what is actually known, then choose the next question based on the inquiry rather than the source alone.
Direct inquiry
Capture contextRecord the stated request and the channel used to reach the team.
Qualify nextClarify the problem, who is involved, and what prompted the inquiry now.
Event conversation
Capture contextRecord the event and a brief note from the conversation, if available.
Qualify nextConfirm the person's interest and whether a follow-up conversation is relevant.
Referral
Capture contextRecord the referring party and any context shared with the inquiry.
Qualify nextVerify the need directly rather than relying on the referrer's description.
04 / Evaluation checkpoint
Put the capture process on trial.
Bring a few anonymized examples to a CRM evaluation. Walk them through the proposed workflow with the people who will maintain the data, not just the people choosing the software.
- Can source category and source detail be recorded separately?
- Can an incomplete inquiry be saved without inventing answers?
- Can the team find records with no owner or next action?
- Can duplicate contacts be reviewed and linked to the right opportunity?
- Can existing source values be mapped and checked during an import?
- Is someone accountable for reviewing field quality and updating the rules?
05 / The takeaway
Capture enough to make the next decision.
Start with a small, shared data model. Preserve the source, make ownership explicit, and revisit the rules as inquiry volume and team responsibilities change. Use the software evaluation to test those habits against real examples.
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