Maintaining Pristine CRM Contact Data Integrity

CRM data is constantly in flux, experiencing numerous changes daily. On average, critical stakeholders in deals typically remain with a company for 18-24 months, leading to data degradation and the infiltration of errors, creating a chaotic environment within the CRM.

In Revenue Operations (RevOps), data hygiene is paramount. So, how can RevOps teams consistently uphold the freshness and accuracy of their contact data to the highest degree possible?

To begin, it’s crucial to comprehend the diverse entry points and origins of contact data. These entry points encompass manual input by sales and customer support teams, data imports from external sources, web form submissions, and automated data capture from integrated systems such as CRM and marketing automation platforms. Contact data stems from various channels, including website registrations, lead generation initiatives, customer interactions, and third-party data providers.

Key Recommendations from RevOps Experts

Establishing Stringent Data Entry Criteria

When incorporating data into the system, define specific criteria and minimum thresholds to uphold the quality and relevance of information. This involves verifying the accuracy of contact details, validating email addresses, and ensuring appropriate completion of relevant fields.

Implementing Data Gap Resolution Processes

Deploy processes and systems to address any deficiencies in contact data. This may entail utilizing data enrichment services that leverage external data sources to supplement missing or incomplete information.

Investing in Contact Data Automation and Enrichment Tools

Consider leveraging contact data automation and enrichment tools like Nektar to capture data from diverse touchpoints like email campaigns or web forms. These tools automatically populate pertinent fields in your CRM, streamlining data entry processes and enhancing data accuracy.

By adhering to these practices, RevOps teams can uphold the integrity of CRM contact data, ensuring its freshness and accuracy to support informed decision-making and drive organizational success.