Services · CRM & customer data
CRM & Customer Data Health Check
Understand what is making your customer data unreliable and your sales and marketing hand-offs harder than they should be.
An independent CRM health check for businesses with an existing system, whether they have a marketing team or not. Bell to Sound reviews how your CRM supports sales and marketing: how enquiries and leads are recorded, passed on and followed up, and how relevant customer information supports subsequent marketing. This gives you a clear diagnosis and a prioritised plan for what to improve first.
Discuss your CRM health checkWhen this is a useful starting point.
Your teams cannot rely on the same customer information. Records are incomplete, duplicated or out of date, and people maintain their own spreadsheets to fill the gaps.
Leads lose context between marketing and sales. Stages mean different things, ownership is unclear or follow-up depends on someone remembering to act.
Routine work involves repeated data entry. Information moves between forms, marketing tools and the CRM through manual workarounds that are difficult to maintain.
You're unsure what needs to change. The CRM is underused or frustrating, but it is unclear whether the cause is the platform, the data or how the work is organised.
What the Health Check examines.
We agree the business concern and the start and end points of one sales/marketing lifecycle before starting. The review follows that process through the CRM and the people who use it.
What your CRM needs to support
What the CRM needs to support and which decisions the review should help you make.
Customer lifecycle and hand-offs
What happens as a prospect moves between teams, who takes responsibility and what information they receive.
Ways of working
How named sources feed the agreed lifecycle, where information is re-entered and where workarounds create friction. Connected systems are considered as context; they are not separately audited.
Customer data quality
Whether selected records are complete, consistent and current enough for the agreed process, and how company, contact, lead and deal records connect where those record types exist.
Reports you can rely on
Where data or process weaknesses undermine confidence in selected reports and decisions. Reporting is secondary; detailed validation and dashboard repair are outside the standard scope.
Usage and adoption
Whether agreed practices are followed and where work moves into spreadsheets or other workarounds. Findings depend on the usage evidence available and distinguish human activity from automation where the evidence allows.
Ownership and governance
Who owns definitions, stages and data maintenance, and how responsibilities are understood. This is a review of everyday accountability, not security testing or legal assurance.
Value and fit
Which practices are worth retaining, which improvements deserve attention first and what needs further investigation. Detailed platform selection and implementation are outside this package.
The assessment uses agreed record samples, stakeholder input and relevant documentation, reports or exports. This is a business-led assessment, rather than an exhaustive record-by-record or technical CRM audit.
What you receive.
A concise PDF findings report
A clear account of what is happening, why it matters and the evidence behind each material finding. It identifies practices worth retaining, priorities for change and any limits to the conclusions.
An editable Excel improvement roadmap
Recommended actions with priorities, suggested owners, dependencies and indicative effort. Work needing further discovery or specialist support is identified. Your team or another supplier can use the roadmap.
A 60-minute findings readout
A discussion of the findings and next steps using the report and roadmap.
At a glance.
Scope
One CRM and one agreed sales and marketing lifecycle. We examine the records, hand-offs and working practices relevant to that lifecycle.
People
Up to three stakeholder interviews.
Outputs
Findings report, editable roadmap and a 60-minute readout.
Timing
Approximately two weeks, subject to access and availability.
Price
£2,500 for the standard scope, confirmed after an initial conversation. Applicable VAT additional; larger engagements quoted separately.
We'll discuss what is happening, check the scope and access needed, and confirm whether the Health Check is the right starting point.
How the work runs.
1
Agree the scope and access.
We confirm the CRM, lifecycle, connected sources and evidence needed. You nominate a main contact—often the founder or owner in a smaller business—and involve any CRM/process owner or colleagues who can contribute.
2
Review the evidence.
Phil speaks with up to three stakeholders and examines the agreed records and working practices. Read-only CRM access is preferred; suitable exports can provide an alternative or supplement.
3
Review the findings together.
You receive the report and roadmap, then discuss the priorities in the readout. Delivery normally takes approximately two weeks once the agreed access and inputs are available. Dates are confirmed before starting.
CRM work in practice
You work directly with Phil. He is currently helping Manchester Storm define and select a lightweight CRM to bring fan information into a usable view, with consent and day-to-day ownership built into the plan. With Thunder Town Music, he is working through how to track venues, bookers and conversations, and whether a lightweight CRM is needed. Earlier work at OneStock and Unify Square covered customer data, segmentation and CRM change. That experience informs a Health Check focused on how sales and marketing use the system in practice.
What happens after the Health Check?
The Health Check ends with the diagnosis and roadmap. You can take the recommendations forward internally or with another supplier.
Bell to Sound can also discuss suitable changes through a separately scoped CRM & Customer Data Improvement. Access, complexity and any specialist requirements are checked before that work is quoted.
If the evidence suggests a larger platform decision, the report explains what needs further investigation. Detailed CRM selection, migration planning and implementation sit outside this package.
Scope details
What is outside the standard scope?
The fee does not include data cleansing, CRM configuration, migration, integration debugging or dashboard building. The review can identify weaknesses affecting reporting, but detailed report reconciliation, forecasting and attribution work are separate. Security testing, legal or regulatory assurance, customer service, support cases, complaints and service delivery are outside the standard Health Check. We consider information from those areas only where it directly affects the agreed sales and marketing process; we do not assess those functions themselves.
What access and preparation do you need?
A named sponsor and CRM/process owner, availability for the agreed interviews, and sufficient evidence to assess the lifecycle. Existing stage definitions and documentation are useful where available. We agree access and data-handling arrangements before the review begins.
Can you work from exports?
Potentially. The export pack must preserve record identifiers and the relationships between records. We check its suitability and any preparation work before confirming the fee. Missing history or settings may limit what can be concluded.
Which CRM platforms can you assess?
The review focuses on business use, data and working practices. We check the specific platform, customisations and available evidence before confirming the scope. A technical or platform-specific issue may need specialist investigation.
Will this tell us whether we need a new CRM?
It can help distinguish problems in the existing platform from problems in data, ownership or working practices. Where a replacement decision needs more evidence, the roadmap sets out the next investigation rather than treating replacement as a foregone conclusion.
What if we do not have a CRM yet?
This Health Check is for an existing CRM. If you are planning your first system, we can discuss a separately scoped CRM requirements and planning exercise.
Get in touch
Start with what is happening now.
Tell Phil which CRM you use, where the data or hand-offs are causing problems, and what you need to understand before deciding what to change.
Discuss your CRM health check