CRM Data Doesn’t Have to Be a Joke

It’s a familiar scene. You’re in yet another meeting (that could have been an email) talking about how to best leverage the prospect list from your CRM. Someone asks, “Can we pull a list?” and the (almost always hesitant) response is, “Yes, but I have no idea if the data is accurate… garbage in, garbage out.” Cue the eye rolls and the half-hearted chuckles. We all know this. Contact data is questionable at best.

In today’s fast-paced world, we’ve come to accept that data is unreliable and that directionally accurate is about the best we can do. If you can believe it, one-third of business leaders say they don’t trust the information they use to make decisions.

From the first moment you collect data on a customer or prospect, you are setting the foundation for the success or failure of that relationship. If inaccurate information is collected up front, you squander your chance to interact with that contact and the impact is resounding. Poor data quality is not a single function problem. It affects marketing, sales, customer success, CRM admins, and so many other divisions. With unreliable data comes inaccurate reports, ineffective marketing campaigns, inaccurate sales forecasts, and ultimately a lot of garbage. It takes the predictability out of running a business.

Now, imagine if there was a way to run newly collected data through a filter prior to it even entering your CRM, catching all the inaccuracies in its trap, providing an opportunity to correct in real-time, and blocking inaccurate data from seeping into your healthy database. Well, you’re in luck. Point-of-capture verification is available with BriteVerify for email addresses, phone numbers, and mailing addresses, allowing you to stop poor data from ever entering your CRM through web lead forms, at the point-of-sale, or in your own applications.

OK, so now you may be thinking, “Sure, that’s great and all, but what if my CRM is already full of inaccurate data… it’s too late!” But we have a solution for this common scenario as well. Simply connect your contact data and BriteVerify provides high-speed verification, filtering out the good from the bad so you’re able to improve the health of existing data that wasn’t clean from the start. No more bounced emails, wrong numbers, or returned packages.

Next time you’re asked about pulling a list, you don’t have to cue the giggles with jokes about the quality of your CRM data. Together we can change the narrative from “garbage in, garbage out” to “trustworthy in, trustworthy out.” To learn more about BriteVerify from Validity and how it can help you reduce costs and increase customer engagement, give it a try today (with three credits on us!).


minute read

Popular stories



BriteVerify email verification ensures that an email address actually exists in real-time


The #1 global data quality tool used by thousands of Salesforce admins


Insights and deliverability guidance from the only all-in-one email marketing solution

GridBuddy Cloud

Transform how you interact with your data through the versatility of grids.

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality


Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time