Digitization has forced every company to count on data for managing their end-to-end sales process, delivering satisfactory customer service, planning successful automated marketing campaigns, and much more. This makes a database one of the most treasured assets for any business.
However, as the business grows,
the CRM system might get messy with duplicate entries, incomplete information,
and outdated records. And just as people clean homes during spring seasons, it
is important to spring clean the database to maintain data hygiene and ensure
system efficiency. Without a clean database, the business might suffer from
manual triage, lead leakage, bad purchasing experience, etc. resulting in a loss
of revenue.
In this blog, let’s explore some
essential tips to keep your CRM data clean, effective, organized, and
up-to-date to meet all your business requirements.
·
Maintain
Data Domination Plan
The foremost
step of CRM cleaning is reviewing your data. And for that, you need a data
domination plan and Rules of Engagement, also termed ROE. The document gives an
outline of how teams or individuals need to look after the data regularly. Here
are some expert tips suggested by Caterina Torres, one of the renowned data
governance fanatics and RevOps professionals, especially for freshers in the
field.
Ø
Start
with identifying your data governance objectives in your Business requirements
list. This would help in learning about the root causes of dirty data. An
estimation of the total ROI from the project would also be available.
Ø
Describe
and implement a standard for effective records. Any data record that is
capable of generating revenue for the business is termed a workable or
effective record. Discuss this with multi-sectorial departments to define an
accurate and effective record.
Ø
Develop a
project stratagem. Start with creating a task list with the help of radical
prioritization and follow a primacy matrix. Once ready, initiate the evaluation
of the important aspects. In case any major changes are observed, the CRM
should start following progressive stages beginning with testing, sandbox, and
finally deployment.
Ø
Know your success rate. Last but not least,
compare your old and new CRM and analyze the changes made in the data
development process. The number of hours saved, the count of workable records,
etc. should be analyzed. Also, check if the count of help tickets has decreased
or not.
Data governance
is very essential when GTM (go-to-market) is considered. The data helps in
recognizing the identity of the buyer, how they are related to your product,
and what prompts your sales team while responding. The quality of the data
surely has a huge impact on the revenue outcomes of the business, both
positively and negatively.
·
Computerize
the Data Management Process
Another method
to check if your CRM is efficient, well-organized, and clean is to automate the
data management process. Many times businesses look for data management
projects during problems. However, such problems can be avoided through the automation
of the data management process. Here are the top 10 effective ways of computerizing
the data management process as suggested by Data Plus Value.
Ø
Attaching text to a field
Ø
Updating all the records linked to the process
Ø
Automatically accumulating contact roles for prospects
Ø
Reallocating inactive-owned records
Ø
Categorizing related leads with zero Account
match
Ø
Handling “Orphan” leads in Outreach
Ø
Evaluating lists for the occurrence of Account
matches
Ø
Programming change management for the Sales group
Ø
Supporting Contacts with Account owners
Ø
Handling enrichment
It’s obvious, no
RevOps team would wish to reassign inactive records or add Contacts to
Prospects manually as it is surely a waste of time. Through automation of data
management, businesses can avoid dirty data and get additional time for other
activities to generate additional revenue.
·
Advance
Lead Routing Activities
When businesses
focus on advancing lead routing activities, their CRM gets converted into a
well-organized filing system. This helps in directing leads to the right place
rapidly eliminating any kind of data chaos, leaving a positive impact on the
conversion rate of buyers. Here are some quick tips that would help you learn
about your current lead routing activities.
Ø
Check the last time you analyzed your lead
assignment rules
Ø
Methods of preventing leads from double routing
Ø
Is A/B testing performed on the lead routing
systems to regulate the lead with the fastest speed?
Ø
Method of routing Accounts with intent high
buyer
Ø
Process of routing once the lead gets converted
to a contact
Ø
Is merging duplicates included in your routing
process
Ø
Are you users able to trigger routing easily and
manually?
All the routing processes
are unique and similarly, every company has its own GTM strategy. However, when
the optimization of lead routing practices is carried out, they improve overall
sales, provide clean data, and leave the leads with an amazing buying
experience.
· Systematize
Alerts for Dirty Data
One of the
important aspects of data governance is maintaining and auditing the data
regularly. But is it that easy? Not. Various activities are carried out
simultaneously in the CRM which makes getting monthly or even weekly reports of
the data issues difficult. And the answer to this problem is automating alerts
for dirty data.
Data Plus Value,
one of the popular data cleaning services providers, serves you with automated
alerts directly delivered to you through emails, Microsoft Teams, and even
Slack. These alerts are a complete package of well-maintained data as they help
with both the details related to the data issue as well as the necessary steps
that would help in solving the issue. Here are some of the dirty data alert
types.
Ø
Routing
Monitoring Alert
Our team of professionals is capable of receiving
active alerts if the routing process is delayed, incomplete, or even aborted.
These alerts henceforth help resolve various issues and deliver missing records
before the issue has an impact on your entire team.
Ø
Duplicate
Record Alert
We can also locate duplicate accounts with the help of
our advanced matching algorithm. After that, our professionals also send an
alert to the account owner and stamp the ID with a duplicate entry to the new
account. Later, the employee can check the accounts manually and merge them accordingly.
·
Use
Revenue Management for Enhancing Data Flow
When looking to conquer
dirty data, connecting with technology is the ultimate solution. Linking
different systems and tools effortlessly safeguards a smooth data flow. By
reshuffling and automating the lead-to-account corresponding process, Data Plus
Value ensures that every lead is perfectly attached to the original account. This
accuracy eliminates the chances of inaccurate entries or duplicates in the
database.
Additionally, our
team is connected with various integration partners that facilitate unimpeded
transmission of the information. Nearly every organization is looking forward
to receiving more returns by investing less. Hence, the revenue must be
developed on an effective technology that is helpful for both the employees and
buyers. No doubt, the SaaS tool supports every possible aspect, yet Revenue
management aids in removing overlapped investments and enhances proficient data
flow.
Time to Secure Rewards for having Cleaner Data with Data Plus Value
Still not sure if your business
needs clean data service to achieve desired goals this year? Let’s
clear out some quick points for a proper understanding.
CRM database cleaning directly
has a huge impact on your revenue outcomes. The sales team becomes additionally
productive and the buyers experience an enriched customer gratification level.
Want more? Well, a clean database
would reduce manual efforts and modernize processes which would increase the
efficiency of your teams. So, isn’t spring cleaning the CRM an ideal way of
managing your database? Once the database is clean and complete, you are sure
to use it for powering every acute business function. And Data Plus Value is
the only solution that supports marketing, sales, and other services on a communal
platform for delivering a unified view of every client or customer with utmost
transparency.
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