Start with the Why

Start with the Why

I'm a regular listener to the Salesforce Admin podcast; today, I caught up and listened to "How Business Process Documentation Enhances Data Collection" It was an absolute gem of an episode that I think everyone in the Salesforce and wider CRM space could benefit from listening to. Jennifer Cole, Director of Business Intelligence at 908 Devices, shared some thoughts that really struck a chord with me. It wasn’t just about making data better; it was about making sure everyone involved knows why they’re doing what they’re doing. And that’s exactly what drives successful CRM initiatives.

The episode made it super clear: data is only as good as the processes it represents. Jennifer talked about how important it is to align business processes and CRM design with a clear understanding of why the data is being collected, what it contributes to, and how it benefits everyone involved. This message really aligns with our human-centric approach at SaaS Success. Too often, businesses are all about the technical deployments and forget that the end users—like sales reps or customer service teams—need to see the value in each action they take within a CRM.

Understanding the 'Why'

One of the most powerful points Jennifer made was about making sure users understand the “Why”. Too often, sales reps see CRM as nothing but an administrative burden—something that just eats into their time when they could be out there selling. But the reality is that CRM can be a huge enabler if they understand the bigger picture.

Take entering data into Salesforce, for example. It’s not just about filling in fields; it’s about creating a system that helps reps work smarter, not harder. If they know that adding certain details helps predict which leads are most likely to close, they’ll see how it helps them zero in on the hottest leads. It’s our job as consultants to make sure that “Why” is clear, so they can see how it directly benefits them.

Designing Salesforce Thoughtfully

Jennifer also talked about the importance of being thoughtful in how we design Salesforce. At SaaS Success, we always stress asking “Why” before adding a new field or data point. Does it genuinely add to our understanding of the customer? Does it help us make better business decisions? Or is it just something that seems “nice to have”? If the answer isn’t clear, it’s time to rethink. Too many Salesforce orgs are cluttered with redundant fields and data points that just frustrate users. Everything in the CRM should have a purpose, and that purpose should be communicated.

Good documentation and alignment are key here too. We need to make sure everyone knows what data is being collected, why it’s collected, and how it fits into the broader process. Jennifer nailed it when she talked about how a lack of clarity leads to silos—where every team thinks they’re capturing important data, but nothing connects properly. Clear, actionable documentation means data flows smoothly across teams, adding value without adding unnecessary effort.

Iterative Improvements and Feedback Loops

Another big takeaway for me was about iterative improvements and user feedback loops. Jennifer talked about how making small, steady improvements leads to better adoption and a more connected CRM. We’ve seen this at SaaS Success too—if we make gradual changes and bring users into the feedback process, they feel like part of the journey. They become advocates rather than reluctant participants. Getting one feature really right can make all the difference, and you can use that success as a blueprint for other changes. But roll out too much at once without user involvement, and you risk overwhelming people, which leads to resistance.

At the end of the day, CRM’s ultimate goal is to help users manage and build relationships with customers. If we focus too much on features and not enough on usability and purpose, we’re missing the mark.

Stakeholder Communication

Jennifer also talked about the importance of communication with stakeholders. It’s easy for business users to ask for a specific field or feature because they think it’s the solution to their problem. But as CRM consultants, it’s our job to dig deeper, understand the real need, and make sure we’re building something that genuinely adds value. That’s how we ensure Salesforce doesn’t just work today but is set up for long-term success.

Driving Adoption Through Visibility

Driving adoption is all about transparency—users need to understand why data collection matters and how it benefits them. Training and onboarding should cover not just what to do and how to do it, but also why they’re doing it. Too often, training skips over this part, which leads to disengagement. When users see the bigger picture—how their inputs drive team and business success—they’re far more likely to engage enthusiastically.

Conclusion

This podcast really drove home something that has always been central to what we do at SaaS Success: context, purpose, and communication are key in CRM. The “Why” behind every decision, every field, and every process is what makes a CRM system truly effective. It’s what makes Salesforce not just a collection of features but a tool that evolves with the people who use it.

If you want to dive deeper into these ideas, I highly recommend listening to the full episode of the Salesforce Admins Podcast with Jennifer Cole. You can check it out here. It’s definitely worth it, especially if you’re as passionate as I am about creating CRM systems that really work for the people using them.