I like how it provides me with all my data as well as reports which can be used for management purposes. It also has good integration capabilities, allowing easy connections between other applications or tools via ODBC connection. Sometimes there are issues when trying to connect from some clients so make sure you have your own technical support in place before making any decisions about this solution. We use column 5 primarily to manage our customer information within Salesforce but we do utilize its reporting features to provide us with insights into performance metrics such as lead conversion rates etc by user type/ role.