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Salesforce.com Secrets of Success: Best Practices for Growth and Profitability, Second Edition by David Taber

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Chapter 2. Reports and Data

A man’s judgment cannot be better than the information on which he has based it. Give him the truth and he may still go wrong, but give him no news or present him only with distorted and incomplete data . . . and you destroy his whole reasoning process.

—Arthur Hays Sulzberger

Reports are, for many users, the most relevant part of a CRM system. Reports are the first way that users approach the data, measure business activity, and monitor the business processes. Reports thus need to be meaningful and based on accurate data. The first part of this chapter explains how to use report design to elicit requirements from the executives who will be using the system. The rest of the chapter focuses on the underlying data because ...

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