“dirty” Customer Relationship Management (CRM) system can be paralyzing for marketing, sales and services teams. When the information you need becomes unusable due to the accumulation of errors in your data, it slows everyone down.
The worst part? It’s inevitable.
Leads fill out forms on your website inaccurately.
Business development reps add contacts to your valid phone number usa database based on the best information they can find.
Marketing captures and appends data as they nurture leads.
Sales connects with leads, sometimes multiple times and adds data as they gather it over the phone.
With each interaction, data gets added to your CRM, but not always in the right format, or in the right spot.
So, you have to clean it up. You need a single customer view. But where do you start? Which issues should you focus on? Which should you ignore?
Figuring out how to actually make sense of your database is a time-consuming and expensive task. To make this easier for you, we partnered with Databox to ask more than two dozen marketers to share their advice on the most effective ways for cleaning a CRM database.
Unfortunately, we discovered the problem was bigger than we even knew.
More than 55% of our respondents clean up their database on a weekly or monthly basis.
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