What’s the impact of CRM data quality on your business? What do the “elite eight” percent of top performing companies do to maintain high data quality in their CRMs?
Validity partnered with global research firm Demand Metric to measure the impact CRM data quality has on a company’s overall revenue and the effectiveness of sales teams. We reveal the findings in our State of CRM Data Management 2020 report, with results that demonstrate key differences between companies that prioritize CRM data quality and those that don’t.
CRM data quality affects business initiatives, sales forecast accuracy, lead conversion rates, and revenue growth, but its level of impact varied widely among those surveyed. What became clear, however, is that the top performers with the highest quality CRM data had these three characteristics in common:
Although these characteristics proved to be powerful drivers of higher quality CRM data, just eight percent of study participants checked all of those boxes when it comes to their CRM data management strategy. But the difference it made was clear: Effective data quality management is key to business success. Among our findings regarding the “elite eight”:
Get your copy of the report for more study results and a recommended action plan you can implement right now.