CRM Spring Cleaning: 3 Simple Steps to Tame Unruly CRM Data
By now, most senior managers and executives at expansion-stage companies are well aware of the value of properly implementing and managing CRM data. Outside of the obvious benefits (deeper customer intelligence, improved sales efficiency, etc.), a CRM can also help your business better coordinate customer engagement efforts across departments and deliver a better customer experience.
Of course, those benefits are only possible if the data housed in your CRM is clean, useful, and accurate.
As this post from ReadyContacts points out, CRM data isn’t an antique that appreciates in value over time. To the contrary, CRM data is actually a perishable asset that, left unattended, can diminish in value and, ultimately, hurt your business more than it helps it. In fact, according to a study by Gartner Research, poor data quality drains the average company of about $8.2 million annually in squandered resources, missed sales, and unrealized new opportunities.
Unfortunately, cleansing your CRM of outdated or irrelevant data isn’t as simple as dusting your blinds or washing your windows, but there are a handful of key things your business can do to perform a quick CRM spring cleaning.
One Next Step Toward CRM Nirvana
While the three steps above will help you perform a quick cleanup of your CRM system, it’s unlikely that they’ll eliminate all clutter and waste.
To truly understand the depth of your dirty data and determine a strategy for cleaning it up, you’ll likely need to perform a more intense evaluation. A good place to start is this dirty data quiz from CRMDedpulication, which can help you assess where your company ranks on the spectrum of CRM cleanliness and develop a plan for fully eradicating bad data.
What tips do you have for managing CRM data? Let us know below in the comments.
Photo by: Michael Dolan
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