This is the most important function of a modern CRM. When you're looking for a CRM system, you'll want to know that all your data can tell the story you need to see. Data should be for everybody -- to take what they need from it Visualization is the universal language that can make that happen. You should be able to connect to data easily -- a pictue is worth 1000 spreadsheets, after all! With relevant data -- and a question -- you should be able to use your CRM software to gain the insights you need about prospects and customers.