Maintaining your CRM is crucial to helping your company and its executives stay in touch with clients, potential referral sources, and contacts. Below are five compelling reasons to keep it up to date. 1) The company spent significant money on the CRM system and as part of that commitment the company usually pays additional fees (such as licensing fees, subscription fees, etc.) each year the firm keeps the product in its toolbox. 2) A CRM system is a vital tool that provides information on current and past contacts and helps the business development staff connect the dots on connections within the company. 3) A CRM system can help lawyers, accountants, etc. network in multiple ways including staying in touch with their current clients in meaningful ways (record birthdays, events, etc.) and cross-sell services within the firm. 4) A CRM system can help marketing professionals segment contacts via their specific industries or practice areas and use the lists to create and market events and seminars specific to those clients. 5) And, some CRM systems, such as HubSpot, deliver the power to leverage data and analytics which help marketing, business development and accounting track clients, ROI, behavior (such as website traffic), etc.