How Good Is Your CRM’s Data?
By Fallon Consultants
On February 18th, 2015
An application is only as good as the data entered in it — “garbage in, garbage out,” as the saying goes. In the case of today’s CRMs, such as Salesforce or Oracle CRM, the quality of data you’re getting out of these systems may be a good deal less than perfect.
For all CRMs’ usefulness, CRM users face a variety of data-quality challenges: spelling errors, duplicate data, and obsolete contact database information. How can you tell whether your CRM database could use some housecleaning? Here are six telltale signs to look for:
- Your marketing email deliverability rates are declining — there are more bad email addresses in your CRM database than you realized.
- Sales staff grumbles about having to manually enter contact information. (In fact, according to HubSpot’s 2014-2015 State of Inbound: Sales Edition report, this is companies’ biggest complaint about their CRMs.)
- You know you just updated that client’s contact record yesterday — but today that update isn’t showing up in the client’s record.
- Everything was working great until you migrated that huge Excel client list into the CRM.
- You’ve hired temporary help or assigned a junior staff member the tedious task of finding and correcting errors in your CRM database.
- Your CRM’s data quality is so poor that sales staff are reluctant to use the system — they no longer trust its integrity.
Poor data quality can cut your sales staff’s productivity and negate many of the benefits your CRM would otherwise provide. If your business is facing CRM challenges, a number of vendors offer CRM data-quality solutions. Consider getting help from a consultant with CRM expertise, such as Fallon Consultants. Contact us today at by email or at 845-624-3504 to help you clean up your CRM database and get better results from your CRM.