Smarter B2B Sales Data Management with AI

Automatically update CRM fields with Relate’s AI suggestions

Dec 11, 2024 · 4 min read

Managing Customer Data Shouldn't Be This Hard

B2B sales teams know the struggle of managing customer data. The process is tedious, time-consuming, and easy to overlook. Because we rely too much on manual updates, important details often get missed, and your CRM ends up filled with outdated, incomplete, or inaccurate information.

That’s where Relate comes in.

Relate’s latest AI feature, AI field suggestions, simplifies data management for B2B sales teams.

Just write your sales meeting notes, and Relate automatically extracts key details and recommends updates to your CRM fields. With a single click, you can keep your CRM accurate, complete, and ready to drive action.

In this post, we’ll show you how to:

Structure your CRM fields effectively.
Use Relate’s AI to automate custom field updates from your meeting notes during discovery calls.

How to Automate CRM Updates

1. Focus on the CRM data that matters

Your CRM can track endless amounts of data, but what really drives results?

The key is to focus on data that drives your sales process—details that help you qualify leads, understand their needs, and close deals.

Use proven frameworks like BANT (Budget, Authority, Need, Timeframe) or MEDDIC (Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion) during discovery calls to capture the right information.

Instead of letting this valuable information get buried in notes, turn it into structured fields you can track and analyze. Having the right fields in place makes it easier to find what matters, follow up effectively, and keep your sales process running smoothly.

2. Create custom CRM fields in Relate

Relate provides you with various types of custom fields that can help you organize key information about your leads and sales opportunities in a way that works best for your team.

Go to Workspace > Settings.
For each category of data—Organizations, Contacts, Deals, Processes, and Lists—you’ll find options to add and manage Custom fields.
Add fields that align with your sales process.

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For details about configuring custom fields in your Relate workplace, see here.

Below are a few CRM custom fields you can start with. Feel free to add/remove/edit any of the fields below so that it's tailored to your product!

Team size: 1-5, 6-10, 11-50, 51-100, 100+
Company stage: Startup, SMB, Mid-market, Enterprise
Pain points (Multi-select): Slow workflows, High operational costs, Outdated tools, Poor data mgmt, Low conversion rates
ICP fit: Strong, Moderate, Weak
Lead type (Multi-select): Outbound, Inbound, MQL, PQL

3. Write better meeting notes

Sales meeting notes are the foundation for AI-driven updates. The better your notes, the smarter your AI suggestions will be.

Tips for writing effective notes:

Use frameworks like BANT or MEDDIC to guide your discovery calls.
Align your notes with your custom CRM fields for easy updates.

Use tools like Gong, Fellow.app, or Chorus.ai to record meetings and capture insights.

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At Relate, our team uses Gong to streamline note-taking and get the most out of every meeting.

4. Use AI field suggestions to update your CRM data

After writing your notes, Relate’s AI steps in to analyze them and recommend AI Suggestions for your CRM.

How it works

Review the AI-suggestions for your notes.
Click Apply to update individual fields. If a suggestion isn’t relevant, simply click Ignore.
For bulk actions, you can choose Apply All or Ignore All.

No more copying and pasting. No more manual errors and overlooked details. Just clean, accurate CRM data—updated in seconds to help you focus on building relationships and winning deals.

Recap: Turn Customer Data into Your Competitive Edge

The key to closing more deals lies in how well you manage and leverage customer data. Well-documented sales and customer data become valuable assets that directly drive growth. Well-organized CRM data helps you:

Gain clear context about your leads.
Understand customer needs at a glance.
Follow up at the right time.
Build stronger, longer-lasting relationships.

Imagine this: A lead isn’t ready to buy today, but they mention they might revisit in three months. If you’ve recorded this insight in your CRM and set a reminder, you can follow up at the perfect time—and win the deal.

With Relate’s AI, managing customer data has never been easier. Write your meeting notes, let Relate suggest updates, and keep your CRM ready to help you succeed.

Ready to transform how you manage sales data? Try Relate AI today and see how effortless CRM can be.

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