Equity mining and CRM integration guide

What to check before you decide

Ask about ownership. Who gets the opportunity?

The salesperson who sold the car, the current owner of the customer, or a BDC? Define the rule, and ask how the tool avoids sending the same customer to two people.

Suppression protects the customer and the store. A customer in an open deal, on a service appointment, recently contacted or opted out should not receive a campaign. Get an answer on how often the lists refresh, and test with names you know are in each state.

Look at the volume. A tool that adds hundreds of records a week to the CRM can bury real leads. Ask for control over how many are created, and whether they enter as leads or as tasks.

Check the numbers. Equity estimates depend on value and payoff, and payoffs are often estimates. Ask how accurate they are on your data, and how offers are worded.

Track outcomes. Each opportunity should record contact attempts, responses, appointments and sales. Report sold units per hundred opportunities by source, and review them with the sales manager.

Finally, document the connection: fields, refresh schedule, owner and consent rules.

Hold a short weekly review of the opportunities that produced nothing, reading why each customer was flagged and what happened on the call, because the pattern in those misses, such as stale payoff data or the wrong customer segment, is usually the fastest way to improve the quality of the next list.

Limit the first campaign to one segment and one salesperson team, so you can read every result by hand, measure sold units against a similar team that did not receive the list and adjust the wording before scaling.