This is Part 3 of data management best practices blog series based on insights and real-world examples from Insightly customers.

Managing data: Why customer data is increasingly important (Part 1)

Managing data: Top 3 roadblocks to effective data use (Part 2)

Today’s article, the last in the series, will spotlight several midsize companies, Insightly customers, that effectively leverage data to accelerate revenue growth, achieve scalable business processes, and increase customer satisfaction.

Maximizing revenue growth

Adding more sales reps or spending more on advertising offers no guarantee for growth. In fact, without a well-researched plan, such actions can have a substantially negative impact on profitability.

Smart companies use data to identify initiatives and processes that contribute to top-line performance without detracting from the bottom line. Here’s how Tribuna Digital and Mowery Construction are doing exactly that.

Tribuna Digital uses pipeline data to monetize more than 100 sports apps.

Each month, 22 million users access cutting-edge sports content via Tribuna Digital’s mobile and desktop apps. As a result, advertisers from across the globe are lining up to explore placement opportunities with the European-based sports media company.

“We’ve experienced significant growth over the past few years,” says Varya Trifonova, Account Manager at Tribuna Digital.

To keep pace with ever-increasing demand from advertisers and prevent monetization opportunities from slipping through the cracks, Tribuna Digital tracks all of its pipeline data in a cloud-based CRM system.

“Sales managers have instant access to the entire company’s pending deals, related documentation, and client interactions,” says Trifonova.

Centralizing contacts, opportunities, emails, notes, proposals, and other related pipeline data into one system reduces confusion and creates a collaborative ecosystem for Tribuna Digital’s 200+ team members.

Tribuna Digital also converts won opportunities into projects, preserving a 360-degree view of each relationship in its CRM.

“Projects help us coordinate the many post-sale activities, such as launching the client’s campaign,” says Trifonova. Keeping everything in one system eliminates data silos, reduces unnecessary data transfers, and keeps everyone focused on what matters most.

Continue reading about Tribuna Digital’s monetization strategy.

Mowery Construction closely monitors sales KPIs to stay on track with projections and revenue growth.

Mowery Construction is a Pennsylvania-based construction management firm that serves a broad spectrum of industries, including healthcare, warehousing and distribution, education, and senior living. Since its founding in 1925, the company has successfully completed more than $2 billion in projects.

Prior to implementing a CRM, the company’s sales data was spread across multiple disconnected systems, such as inboxes, spreadsheets, and other databases. Migrating several decades of project data into a centralized sales management platform has allowed Mowery Construction to focus on projects that contribute to growth.

“We’re using this data to glean powerful business insights and identify projects and markets that fit our expertise,” says William Sutton, Vice President of Business Development at Mowery Construction.

Real-time pipeline dashboards provide vital business intelligence for sales and strategy meetings, making it easier to monitor key KPIs and anticipate roadblocks to growth. “If a metric dips below a certain level, we instantly know where to focus more of our attention,” says Sutton.

Read more about how Mowery Construction uses data to accelerate revenue growth.

Scaling business processes

To compete with larger enterprises, midsize companies must continuously reevaluate and refine their internal practices. Each moment wasted on a low-value administrative task benefits the competition.

Let’s take a look at how two midsize companies use data and technology to scale business processes. uses production data to craft award-winning content that resonates with readers and industry partners.

1.5 million small business owners visit each month for best practices on marketing, finance, accounting, productivity, and much more.

Unlike many content producers who rely on spreadsheets to track the editorial process, manages its entire 15-stage writing and review process in a project-friendly CRM.

“Project pipeline stages help us create accountability and control for articles advancing through the production cycle,” says David Waring, Co-CEO at Custom fields and project categories make it easier to track industry-specific data points, such as topic or article complexity. “Being able to report on custom field data has allowed us to increase productivity and reduce roadblocks,” says Waring.

Managing the editorial process with a CRM simplifies downstream promotion of content with other publishers, monetization partners, and related stakeholders. By linking projects to contacts and other data, has built a scalable workflow that maximizes the impact of its content.

Learn how harnesses data to scale and refine its content production.

TravelSolutions by Campbell uses workflow automation to reduce manual data entry and improve data integrity.

TravelSolutions by Campbell, the corporate division of Campbell Travel, provides clients with reliable travel management services supported by proprietary technology.

A longtime user of CRM technology, the TravelSolutions by Campbell team realized that its former CRM platform no longer aligned with its data management needs. “Sales reps had to fill out an internal form when handing off a closed-won deal,” says Robert Lawrence, VP of Sales at TravelSolutions by Campbell. Manual data entry caused bottlenecks in the sales process, resulting in delays for customers and data reliability issues.

By switching to a CRM that offers out-of-the-box workflow automation capabilities, sales reps and team members have more time for value-added activities. “Now, when a deal is marked as won, everything happens automatically without forms or extra steps.” With workflow automation, tasks, emails, and data field updates are automatically triggered with a single click, saving everyone time and reducing oversight.

Keep reading to learn how TravelSolutions by Campbell automates its pipeline data collection.

Increasing client satisfaction

In today’s world of online reviews and social proof, companies of all sizes are taking a serious look at the customer journey. Simply having customers is no longer good enough. To survive and thrive, organizations must figure out how to convert customers into lifelong advocates. In-depth data analysis is an excellent starting point for understanding the customer and increasing satisfaction.

Here’s what Kent ISD and Engage Training are doing to convert clients into advocates.

Kent ISD collects interaction data for a deeper understanding of client needs.

Serving more than 117,000 students, 8,000 educators, and 300 schools in Michigan, Kent ISD is one of the state’s largest intermediate school districts. Successfully coordinating hundreds of projects across a 1,000+ square mile region requires tight coordination among the organization’s consultants.

To keep everyone on the same page, consultants rely heavily on Insightly CRM to collect vital relationship data, such as discussion notes, emails, documents, contact information, project histories, opportunities, and much more. “Each consultant uses the system to track his or her client interactions, delivering a 360-degree view of the organization’s services and opportunities,” says Rick Mushing, STEM Consultant at Kent Intermediate School District.

Having a central source of truth also allows consultants to stay one step ahead, leading to enhanced client satisfaction. “Insightly keeps us informed of client needs and helps us identify innovative solutions to meet those needs.”

Learn how Kent ISD uses client interaction data to provide innovative services.

Engage Training analyzes course inquiry data to continuously optimize its offering.

Engage Training, a commercial training institution, offers skills-based training solutions for individuals and corporate clients throughout Wales.

With training programs for animal care, business, childcare, construction, hospitality, and many other specialities, Engage Training takes great effort to align its courses with the needs of its constituents. Data stored within the organization’s CRM plays a vital role in ensuring ongoing alignment.

“Each month, we run reports for the number of inquiries and bookings, conversion rate, and overall pipeline value,” says Helen Davies, Head of Part-Time Delivery at Engage Training. “By analyzing inquiry and booking data, we can identify course preference trends.”

As customer preferences evolve, Engage Training relies on quantitative evidence to inform course decision making. “Some courses become less popular over time, and Insightly helps us decide what to keep or pull.” Maintaining a data-driven approach allows the organization to iterate faster and deliver stellar service to its constituents.

Read about how Engage Training analyzes course trend data to increase client satisfaction.

A better CRM to improve data management, accelerate revenue growth

There is one common thread that runs through all of the aforementioned customer stories — having a reliable and easy-to-use CRM system, which is paramount to the effective use of business data.

Does your current CRM align with your organization’s need for better business intelligence? If not, perhaps it’s time to reevaluate your options. Ideally, your CRM should provide the right blend of usability, reporting, integrations, and, of course, data security and compliance. Then, you can make well-informed, data-driven business decisions.

For additional reading, check out this free eBook that contains helpful tips to consider when switching CRMs.

Ready to check out Insightly CRM? Request a demo and get a real sense of Insightly’s features and capabilities.

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