Every active contact or opportunity should have an owner. Ownership is what makes the CRM usable for teams instead of becoming a passive database with nobody responsible for action.
The practical rule is simple: if a record matters, it should have a next action. That next action might be a call, a reply, a quotation, a document, or a meeting. Without a next action, the team can see history but still fail to move work forward.
Key points
- Use one clear owner for live work.
- Use notes for context, not as a replacement for follow-up.
- Review overdue activity every day instead of only at week end.