Give Your CRM Data a Good Cleaning

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Give Your CRM Data a Good Cleaning

Do you ever wish you could have an additional 30 percent of time during your workday? Do you ever feel you aren’t productive enough with the time you have? According to SiriusDecisions, sales professionals spend, on average, 30 percent of their day researching contact information to enter into a Customer Relationship Management (CRM) tool to resolve incomplete data issues. Incomplete data is one of the main reasons that salespeople are deterred from consistent CRM usage. Not having the correct lead or contact data can prevent outreach to potential customers and new sales for your company. 

Your sales team does not have to let faulty data be a roadblock. Here are four ways to resolve bad data issues they may encounter:

  1. Automate the data entry process: While more controlled, the manual data entry process is not always efficient. The retyping or copy/paste method of data into your CRM will not always lead to correct data. Educate your sales team on efficient, automated data entry methods. Through implementing technologies, such as InsideView, that will allow your team to find current contacts in the companies and departments with which they are seeking to interact, the research process will be limited and more automated overall. Reducing the time required for research and data entry gives your sales team more time to interact with customers and close deals.
  2. Empower your sales teams to update missing fields: Incomplete data in CRM is a culprit of many salespeople giving up on consistent CRM usage. If CRM does not have exactly the information they need, then they will seek it elsewhere; eventually, they won’t even open the CRM tool. Give your sales team the tools to migrate the information they find from LinkedIn or company websites to CRM. The more complete they help make your CRM system now, the more prepared – and efficient – they will be in the future.
  3. Standardize your labeling: While your sales team may consider Director of Sales and Sales Director the same title, your CRM system sees two different titles. Create a labeling standard as a company to limit future extensive searches. This will also assist in future outreach through segmentation to find new leads already in your CRM system.
  4. Clear out duplicates: Every CRM user despises duplicates. They waste valuable time, they cause confusion in territory division and they can lead to prospects being contacted more often than intended. Consistently clean up your data to prevent any time crunches or problems in the future. Just as we like to have good hygiene, our CRM benefits from the same.

About the Author:

TopLine Strategies delivers the complete integration and development of sales, marketing and customer service technologies that enable corporate clientele to improve revenue streams and strengthen customer interactions. Our project management and consulting is designed to achieve timely delivery, 100 percent user adoption of the technologies we implement and deliver measurable returns on investments for our clients.

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