TL;DR: What is the best way to organize and utilize a CRM when your customers are sellers and buyers in a complex ecosystem where one seller may sell to multiple buyers, one buyer may buy from multiple sellers, and some are buyers and sellers? I’m not in real estate (or anything similar), but in terms of something very mainstream I think that’s proably the best comparison in terms of organizational challenges.

My job is to bring buyers and sellers of different types of digital assets together, and I’m trying to understand how to utilize a CRM best to keep the process organized. I also need to find and sign agreements with these companies to represent them and continue to consult with both to ensure all planned transactions take place.

Adding new records as leads, creating contacts and accounts, and keeping meeting/call/email notes are all pretty straightforward. Where I struggle is with the opportunity/deal phase because in every case, there are two other companies involved.

Imagine, seller 1 sells A, B, C, and seller 2 sells C, D. Buyer 1 buys A & C, while Buyer2 buys B, where there three total relationship.

• S1 sells A & C to B1
• S1 sells B to B2
• S2 sells C to B1

I think the right way to do this is for each bullet to be a deal/opportunity in the CRM. Is that right? The problem is the above example is highly simplified, in reality, buyers and sellers may buy or sell dozens of different asset types, in many cases companies buy and sell. There are hundreds of possible permutations in my relativelyrelatively modest book of business, and that complexity is a lot of why my job exists.

I would also like to use the CRM to identify opportunities. I might have a methodology for this figured out using either custom fields or tags with standardized asset descriptions. The holy grail would be if I could add either a buyer or seller denoting the assets they’re looking to buy or sell, and the CRM would automatically identify potential counterparties.