The primary function of any CRM should be to gather data. Whether it's from documents, phone calls, social media chats, or anything else, your solution should be able to grab data from all the key channels you're using to interact with customers. But gathering the data is only half the mission. Parsing and routing data comprise the other half. For example, if you're gathering phone calls and social media chats, keywords might become important, especially mentions of a specific product name. The same might be true for a valued customer name or account number. You could match that against sentiment indicators, which should tell you the topic of any interaction and how the customer felt about it. It takes work, but smart data distribution is where CRMs can shine.  That routing function is less complex than the data gathering and parsing function, but it's no less important. Your CRM can score top marks on gathering data and still fail overall if it can't get that information to the right people at the right time. Customizing this process depends on how your salespeople do their jobs, meaning there's no turnkey solution. This part will require meetings with your staff to detail how sales actually happen so you can then map your CRM's notification features correctly.