If you've ever implemented a CRM application or trained to use one, you've undoubtedly noticed that there are an awful lot of features that you never touch. Some just aren't useful for your circumstances or for your particular vertical industry segment; some are overkill; some are just attempts by your vendor to anticipate a need that never materializes.

However, in that morass of idle functionality, there may be a few items that you've sped past in the rush to adoption that could actually help you wring more value from your CRM investment. Doing things a certain way because you've always done them that way is not a recipe for success, and that goes for how you use your CRM application.

Your needs change, and your employees' work patterns change -- and as a result, a regular review of the data fields could be an extremely valuable exercise.

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