For many years, it was fashionable to say “Data is the new oil.” But today, oil is just another commodity. Its value fluctuates, markets change, and supply is uncertain. So maybe it’s time for a better metaphor, think of chlorophyll.
Chlorophyll is what gives plants their green colour and enables photosynthesis. On its own, it does nothing. But when sunlight falls on it, energy is created and the plant grows.
That is exactly how data works in organisations.
Data by itself is static.
Analysis is the sunlight.
Insights become energy.
And growth is the outcome.
In simple words: what chlorophyll is to plants, data is to organisations.
Why Customer Data Matters More Than Ever
When we talk about data here, we are not talking about “big data” or complex dashboards.
We are talking about customer data—the kind that directly supports sales, marketing, and business development.
In today’s competitive environment, businesses that grow consistently are those that:
- Capture customer data properly
- Organise it systematically
- Use it intelligently
And most importantly, treat data as an asset, not an afterthought.
Data Culture Begins at the Top
A data-driven organisation is not built by software alone. It is built by habits, discipline, and leadership intent. It begins with culture, it begins at the top.
Early in my sales career, my boss taught me a simple practice: write the date of visit and reference on every visiting card collected. That habit stayed with me for years and proved extremely valuable.
I also remember a supplier who maintained detailed handwritten records of every customer interaction. He even noted personal milestones like anniversaries and remembered to wish every year without fail. That is data awareness at its best.
Technology today makes data capture easier, but discipline remains essential. Data must be captured, reviewed, and monitored consistently.
What Customer Data Should You Capture?
Customer data goes far beyond names and phone numbers. At a minimum, it should include:
1. Basic Information : Customer name, address, phone, email, website, and social media presence.
2. Decision Making Unit (DMU) : Understanding who influences, evaluates, and approves decisions, especially critical in B2B contexts.
3. Product & Purchase History: what was sold, when it was sold, repeat purchases, upgrades, or renewals
4. Service & Relationship Data : What service was provided, including maintenance, support arrangements or complaints, feedback, and resolutions
5. Application & Context : How and where the customer uses your product or service.
6. Personal & Contextual Insights : Anything relevant that strengthens relationships like key contacts’ interests, birthdays, anniversaries.
When collected thoughtfully, this data becomes a powerful business asset.
Where Is Your Customer Data Lying Today?
In most organisations, customer data is scattered everywhere. It resides with sales teams, service staff, support functions, and individual systems. It may exist in files, folders, spreadsheets, CRM tools, visiting cards, mobile phones, websites, and social media platforms.
The first step is to identify where data exists and then consolidate it.
This can begin with a simple spreadsheet and later move to CRM or marketing automation tools. The tool is less important than the intent to organise and use the data meaningfully.
Understanding the Decision Making Unit (DMU)
In B2B environments, decisions are rarely made by one person.
Take the example of cold storage units being purchased by a large FMCG company. The decision may involve sales and channel managers, marketing, operations, finance, senior leadership and even external consultants. Each stakeholder has a different concern.
Mapping the DMU accurately is critical. Knowing who plays what role, how they influence one another, and where alignment exists significantly improves success rates.
Find the Evangelists Within the DMU
Within every DMU, there are people who believe in your solution. These are your evangelists.
They support your proposal internally , facilitate entry, defend your value, and help you navigate organisational resistance. Identifying and nurturing these relationships is essential and a strategic advantage.
When Data Becomes a Real Business Asset
During a leadership and sales training program conducted by NIVA Growth Consultants, we introduced the concept of DMU and structured data capture to an automation client. In the very next quarter, one of their senior managers presented a detailed customer data report showing decision-makers, relationships, and opportunity status for key accounts. That was a clear sign that the learning had translated into action.
In another case, while consulting for a pizza chain, we ensured customer feedback and data were captured at every outlet. Over time, this became a powerful asset. When the owners decided to sell the business, refined customer data was listed as part of the company’s valuation assets. The business had live data of over 37,000 customers, with a significant percentage being loyal patrons.
That is when you realise:
Data doesn’t just support growth. It increases enterprise value.
Treat Data Like Chlorophyll
Customer data may not look exciting at first glance. But when analysed and used thoughtfully, it fuels decisions, relationships, and revenue.
Capture it with discipline.
Organise it thoughtfully.
Review it regularly.
And use it intelligently.
Data is not just information.
Data is your chlorophyll.
And where there is data smoke, there is business fire.