The underlying issue: make sure that all updates are increasing the total information value of the CRM database, rather than blindly making sure it's "up to date with the latest values." Because sometimes, the latest ain't the greatest.

David Taber is the author of the new Prentice Hall book, "" and is the CEO of , a certified Salesforce.com consultancy focused on business process improvement through use of CRM systems. SalesLogistix clients are in North America, Europe, Israel, and India, and David has over 25 years experience in high tech, including 10 years at the VP level or above.

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