• Peter McCredie

Why Prototype a Customized CRM Database?

Updated: May 23, 2019


Sales Management CRM

I have used prototyping when customizing CRM databases to present a proof of concept to clients. Prior to prototyping I work with the client to identify what they need and why they need it.

The prototype converts a concept into a tangible product. If a presentation to stakeholders is successful, their reaction adds weight to the business owners decision making process. The value of the customized CRM database has become tangible and the client has transitioned from concept discussions to considering a project.


Prototyping is a catalyst for the evolution from ideas, concepts and designs across to a product in the real world. The prototype represents how the production version would operate and provide results in the future. Developing a prototype involves finding obstacles and overcoming them. Obstacles that are unforeseen, expensive or impractical to overcome are best identified in the prototype rather than in the production version.


Prototyping is for small, medium and large businesses. The benefits reach into the areas of design, business process, production process, costings, visualizing results, user testing, risk management, intellectual property (creation of and breach of) and sales of concepts to others.

Database customization can mature over years, tracking the changes of a business as it grows and becomes more sophisticated. The danger for databases is that they become redundant as the business reacts and adjusts to market opportunities. Prototyping helps keep the database aligned and relevant to the business.

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