Smarter CRM Data, Stronger Results: A Client’s Best Year Yet

You may find yourself wishing you had more data to help you understand the value of your leads.

It’s tempting to think the solution is adding more scoring columns. After all, more fields should mean more data, right? In a perfect world, every new column would be filled out consistently, giving you richer, more precise insights.

But the reality? Sales teams are already stretched thin. Between chasing follow-ups and keeping existing scoring systems updated, asking them to fill out multiple new fields just isn’t realistic.

The good news: you may not need more fields at all. The data you need could already be sitting inside your CRM, just waiting to be put to work.

The Breakthrough

Back in January, we were on a call with a client whose strategy focuses on generating leads through their website when we uncovered a hidden gem. Inside their opportunity reports was a column showing the estimated value of an opportunity if it closed. The best part: the sales team already populates this column for every opportunity as a part of their process. 

A gold mine.

Instead of treating every opportunity as if it were worth the same, we now had a way to see the value of each potential deal, from $100 to $100K+. That single column changed everything.

From Data to Action

Armed with this insight, we dove into campaign data, down to the keyword level, to measure how efficiently different audiences were driving potential revenue.

Here’s what we did:

• Paused audiences that were overspending on low-value opportunities

• Scaled audiences that delivered high-value opportunities at fair costs

• Reframed success metrics to prioritize quality over quantity

By aligning campaigns with opportunity value, we shifted spend toward the audiences bringing in ideal customers.

The Results

The outcome was remarkable. By using existing CRM data to guide marketing decisions, our client’s performance soared.

Here’s how the key metrics compared year-over-year:

• Average Opportunity Value ↑ 23% 

• Average Deal Value ↑ 28% 

• Revenue ↑ 23% 

• Post-Marketing Revenue ↑ 31% 

• Net Profit ↑ 139% 

Not only were we generating more opportunities from our paid efforts, we were generating better opportunities.

Smarter Lookalikes, Smarter Growth

We didn’t stop at campaign optimizations. We also redefined how we built audiences.

Previously, we had focused on all recent opportunities. But with this new information, we were able to refine our approach to focus only on high-value opportunities.

The difference? Instead of telling the algorithm to find “anyone like a potential customer,” we instructed it to find “people like our best customers.” That shift directly contributed to the surge in high-value opportunities throughout the year.

Takeaway: Your CRM Data Isn’t Just for Reporting

Too often, CRM data sits idle in dashboards and reports. But when you plug that same data into your campaigns, it becomes a lever for smarter targeting, better efficiency, and ultimately, greater profits.

Next Steps: How to Put This Into Practice

1. Audit your CRM data

Meet with your client or CRM-savvy teammate. Explore columns to understand what sales is already capturing. Look for fields that highlight differences in lead or opportunity value.

2. Reevaluate your audiences

Use this data to assess which campaigns and audiences are delivering high-quality leads versus low-value ones. Shift budgets accordingly.

3. Level up your audiences

Don’t just build audience lists from “all opportunities.” Build them from your best opportunities: the ones most likely to close at high value.

When you stop treating all leads as equal and start optimizing around the right data, your campaigns get sharper, your pipeline gets stronger, and your bottom line gets a whole lot healthier.