Misleading, incomplete, or duplicate data is a root cause of decreased CRM product adoption. Failure to use CRM systems is often prompted by the frustrations multiple departments face in the absence of good data. But a data quality ambassador can help.
For example, accurate information and reports are the lifeblood of an effective sales team. If accurate data is missing or not exact, how can companies create the appropriate sales pipeline necessary to drive business growth? How do organizations understand who their prospects and customers really are, and which contacts should receive which communications? And how can marketing teams effectively reach out to prospects in timely and efficient ways?
When poor data quality gets in the way of effective customer communications, marketing campaigns, and sales forecasting, the end result can mean lost revenue, frustrated customers, and stagnant growth.
To solve the challenge of bad data, companies investigate CRM systems and the third-party solutions that will help them maximize them. But implementing a CRM solution is only part of the equation. If the right tools aren’t leveraged properly to achieve and maintain high quality data, users, and even the company may abandon the CRM and revert to spreadsheets, or worse.
This is where being a data quality ambassador – a champion of CRM adoption and adherence to data quality processes – can be a key differentiator in a company’s ability to achieve and maintain CRM data integrity.
So, what does a data quality ambassador do first? Start by putting your data first. Identify the CRM systems and solutions that are going to help you achieve your data quality goals and get buy-in from decision makers.
Support your cause with information. Invite potential users and stakeholders to demonstrations of products in your short-list of solutions. Download industry white papers or share statistics that show the value of implementing a data integrity platform.
Once you have buy-in for your solutions, and have brought them in-house, actively educate users. Train users on how to input data and standardize information. Create a company style guide for how data should be inputted, processes, reported, and shared. And then ensure sales, customer success, and marketing teams are adhering to processes and safeguarding best practices when working within the CRM.
Despite your best efforts to champion data quality, you can’t avoid the human factor. Some individuals may not always follow best practices and mistakes can be made. This is where proven software solutions come to the rescue. Take greater control over your data integrity processes by incorporating the right technology to support your objectives.
Here’s an overview of the methods you can enforce today to help stop dirty data in its tracks.
Achieving high-quality data isn’t a one-and-done approach. It is an integral and ongoing program. It requires vigilance, the right team, the right technology, and the ability to make a commitment to data quality.
You are up for the challenge! Be a data quality ambassador for your organization. Put high quality systems and solutions in place and ensure your organization is on a successful path to achieving optimal data integrity.