Prospect and customer data doubles every 12 to 18 months, and 10 to 25% of contact records include critical data errors. How soon will the CRM data your sales team uses be obsolete?
In a recent Validity survey, we asked, “Which do you think is most reliant on CRM data in your organization: executives, marketing, sales/sales ops, or customer service/success?” 52.9% responded sales/sales ops.
Certainly, the data in customer relationship management systems like Salesforce is a vital asset for any sales team. The problem is, it’s not always treated as such. As a result, sales operations are hindered. Even if your sales reps are rock stars and your sales leaders are stellar at forecasting, managing pipelines, or identifying opportunities, everyone’s effectiveness and efficiency drops in the face of bad data.
It’s essential to ensure sales teams have the high-quality account, contact, and lead data they need to do their jobs. This requires identifying where CRM data quality is lacking, and taking action to resolve it.
There are many things that contribute to poor CRM data quality, creating issues for sales teams. Some of these include:
No matter who relies on CRM data the most in your organization, the consequences of all those actions and inactions hurt everyone. When CRM data quality is poor, sales and marketing campaign ROI is decreased, lead quality is reduced, and CRM user adoption rates drop. Individuals and departments start to place blame on one another for the inaccuracies. And the more data quality suffers, the more customer engagement, customer retention, and revenue suffer with it.
Getting the right people in the organization to see the challenges poor quality CRM data creates can be a challenge in itself. But we’ve made that easier with our special report, 6 Ways CRM Data Impedes Sales. In it, we detail what happens when sales teams don’t have accurate and actionable data to work with. We also describe the fastest way to identify and resolve the data quality issues that hold sales teams back. Read the report to discover:
Get your copy of 6 Ways CRM Data Impedes Sales now. Share it with your colleagues, other departments, and peers. Then contact us for a demo and see what happens when sales teams can rely on CRM data.