The problem with database and application design for a sales and marketing information system is that what appears to be easy becomes very complex very quickly. The information a distributor deals with in his sales and marketing database can be represented by a cube, with customer information, product information and sales territories making up the X, Y and Z axes.
But computers are generally very dumb. You need to tell them everything you want them to do (programs), and you need to specify every piece of information you want them to save (database). They will not save data because they think you may need it, nor will they reprogram themselves to make things easier for you.
When looking at the customer database, keep asking yourself: What kind of information do I need to run my business as it relates to customers, and what information have I wanted that wasn't available?
A well-designed product database will answer many of your product questions quickly and accurately. But trying to get too detailed at the outset may simply cause more confusion, even if the computer is doing the analysis for you. (Remember, you have to tell the machine your parameters.) Instead, use drill-down menus and subcategories to help organize your products. This allows reports to be generated at the 10,000-foot level or at sea level.
The final axis, sales territories, arguably could be the most important to your bottom line. More information – and better information – helps your sales team focus their energies in the most effective ways. Update this information on a regular basis to make sure your salespeople aren't missing new opportunities and aren't wasting their time on dead ends.
By providing your system good information at each of the levels, it can turn around and provide you with a better sales and marketing plan. And that's good news for your bottom line.
Rusty Duncan is the founder and Chief Markets Analyst for Industrial Market Information Inc. For more information on the product line analysis IMI can provide, please contact IMI or complete an information request form.