Data decay is the natural process by which your customer data becomes outdated, incomplete, or inaccurate over time. People change jobs, companies restructure, and email addresses become invalid. Suddenly, your once-accurate customer relationship management (CRM) system is full of outdated contacts and inaccurate information. The result? Campaigns flop, sales teams chase dead ends, and your forecasts become inaccurate. If you’re wondering why your CRM isn’t delivering, data decay is likely the culprit.
Your CRM is one of your company’s most important investments. But if you’re not actively fighting data decay, you’re letting that investment lose value every day.
See how inaccurate data impacts your revenue and productivity.
Here’s what’s at stake when data decay goes unchecked:
- Every campaign sent to an invalid contact is money down the drain.
- Your team spends hours cleaning lists and chasing corrections instead of selling and marketing.
- Dirty data means your reports and forecasts are unreliable, leading to poor strategic choices.
- Even the best AI can’t deliver results if it’s fed outdated or inaccurate data.
Manual data cleanups can’t keep up—here’s why you’re always falling behind.
You might run regular data audits or assign team members to clean up your CRM. But manual fixes are always a step behind. As soon as you finish, new errors start creeping in. The volume and speed of data changes today make it impossible to keep up by hand. If you want to stay ahead, you need a solution that works as fast as your data changes.
Automate data quality to keep your CRM clean and actionable.
DemandTools from Validity transforms data management from a reactive chore into a proactive, automated system. Here’s how it empowers you to take control:
Create a single, reliable view of every customer.
DemandTools finds and merges duplicate records, so you always have a clear, accurate picture of every customer. Standardization rules keep your data consistent for better segmentation and reporting.
Block bad data before it enters your system.
With DemandTools, you can scrub, validate, and standardize new records as they’re imported or shortly after creation. For true point-of-capture prevention on APIs and webforms, pair it with real-time verification using BriteVerify from Validity.
Keep contact info accurate and up to date.
Continuously validate email addresses to reduce bounce rates and improve deliverability. Easily reassign records when territories or owners change to prevent orphaned and outdated data.
Monitor data health in real time and fix issues before they cost you.
Use a centralized dashboard for ongoing visibility into your CRM’s data quality to spot decay and focus your efforts where they matter most.
Turn your CRM data into a strategic asset.
Stop the endless, costly cycle of data decay. Book a demo of DemandTools and learn how to achieve continuous data quality and drive measurable business results.