Dirty data in your CRM can lead to employee resentment, low productivity, and the erosion of a company’s culture faster than you can say Salesforce. Here’s how different departments in your organization view the breakdown. 

Doctor, I Keep Having This Recurring Data Dream…

Imagine a world where your CRM becomes the information hub that leads the way for your organizations strategic decisions. Everyone in your company looks to you, the Salesforce admin, as the gatekeeper of all vital information on customers and prospectsAll of the information in the Salesforce instance is clean, standardized, and free of duplicates. The reports are accurate and on full display for your executive team to see. 

As much as we wish otherwise, this described world is a work of fiction. We know this is “fake news,” as most Salesforce admins don’t have the luxury of a picture-perfect, pristine database. In fact, in the absence of doing something proactive about it, most CRMs are littered with dirty data, creating a situation where: 

  • Duplicates are throwing off sales forecasts  
  • Standardization is not a high priority  
  • Reporting is scrutinized as erroneous information is extracted 
  • Email addresses have typos or are invalid, skewing campaign ROI 
  • Data quality maintenance seems like an overwhelming, unachievable task 

 Lost Trust

The question becomes: How do you manage the chaos? Each department in your organization relies on accurate data. Without it, resources are consistently being wasted. Not only must you ask yourself, how is this impacting the bottom line, but also how is the culture of the organization being impacted without trust in the data? When you consider the situation from the following viewpoints, the need to consistently trust CRM data is clear.

Data Quality From the Lens of a Sales Professional

Most sales teams rely on a database to provide complete contacts for them to pitch their products. They look for accurate contact details to establish their relationships, build the client’s trust, and ultimately close deals. Dirty data causes mistrust and poor adoption of your CRM.  

  • Sourcing leads outside of the CRM may lead to overlap in territories 
  • Directors spend more time sorting through lead sources and reassigning ownership instead of strategic planning 
  • Forecasts and pipelines are incorrect, which makes KPIs hard to meet, leading to turnover 
  • Sales teams become frustrated as they waste time trying to get accurate contact information instead of making profitable connections  

Data Quality From the Lens of a Marketing Professional

Marketing relies on data integrity to build lasting relationships with both prospects and current clientele. Data standardization and accuracy influences marketing lists, campaign strategy, and automation. Dirty data is a marketing department’s worst nightmare. 

  • Unintentional, redundant messages can be sent, causing confusion 
  • Inappropriate automated email communications can be sent to the wrong people 
  • Brand reputation erodes due to lack of personalization and flawed messaging 
  • Marketing feels the pressure of meeting campaign objectives without the ability to accurately forecast ROI 

 Data Quality From the Lens of the Customer Service Team

 Members of the customer service team rely on the data integrity within the CRM to serve the clients and the company. Accurate contact information and data standardization will save hours in research for this team. 

  • Personalization is only one of the ways for clients to build trust in their vendor 
  • Inaccurate contact information can cause billing and accounting issues 
  • Duplicate accounts can cause confidential information to be sent to the wrong person 
  • Resentment builds as the customer service team spends time fixing information in the system instead of solving customer concerns 

 Sound like the making of a nightmare? It is! 

Rebuild Trust and Culture

Your CRM can make or break your company’s culture. Each department relies on data to maximize their productivity and create relationships with prospects and customers. The Validity Connect product suite can help each department get the most out of their data assets. Visit for more information or call 800-961-8205 to schedule a demo and see each aspect of Validity Connect in action.

Share the Article