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How can you ensure your CRM database is always up-to-date?

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As a sales engineer, you know how important it is to keep your CRM database up-to-date. A CRM database is a tool that helps you manage your leads, contacts, accounts, opportunities, and activities. It also helps you track your sales performance, forecast your revenue, and collaborate with your team. But if your CRM database is outdated, inaccurate, or incomplete, it can hurt your sales productivity, customer satisfaction, and business growth. How can you ensure your CRM database is always up-to-date? Here are some tips to help you maintain a high-quality CRM database.

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Amelia Rahmi Mardyanti

CRM & Loyalty Manager I Digital Marketing I MarTech I SaaS

1 Automate data entry

One of the main reasons why CRM databases become outdated is manual data entry. Manual data entry is time-consuming, error-prone, and inconsistent. It can also lead to duplicate, missing, or outdated information. To avoid these problems, you should automate data entry as much as possible. You can use tools like web forms, email integration, data import, and API integration to capture and update data from various sources. You can also use workflows, triggers, and rules to automate data validation, enrichment, and synchronization.

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Amelia Rahmi Mardyanti

CRM & Loyalty Manager I Digital Marketing I MarTech I SaaS
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Automating data entry in your CRM significantly eases the workload of CRM managers. For instance, integrating web forms directly with the CRM system ensures that new leads are automatically added without manual input. Email parsing tools can extract relevant information from emails and update CRM records seamlessly. By automating these tasks, CRM managers can focus on strategic activities, ensuring data accuracy and efficiency while reducing the manual workload associated with data entry and maintenance. To maintain an up-to-date CRM database, utilize the best automated tools for real-time validation. Integrate APIs with systems to ensure smooth data consumption and synchronization, enhancing the overall efficiency of your CRM processes.

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2 Define data standards

Another reason why CRM databases become outdated is lack of data standards. Data standards are guidelines that define how data should be entered, formatted, and stored in your CRM database. Data standards help you ensure data consistency, accuracy, and completeness. They also help you avoid data conflicts, confusion, and ambiguity. To define data standards, you should establish rules for data naming, categorization, segmentation, and validation. You should also document and communicate your data standards to your team and stakeholders.

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3 Monitor data quality

Even if you automate data entry and define data standards, you still need to monitor data quality regularly. Data quality is the measure of how well your data meets your business needs and expectations. Data quality can deteriorate over time due to changes in customer behavior, market conditions, or business processes. To monitor data quality, you should use tools like dashboards, reports, and alerts to track key data quality metrics, such as completeness, accuracy, timeliness, relevance, and consistency. You should also use tools like data cleansing, deduplication, and verification to fix any data quality issues.

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4 Train and incentivize users

One more reason why CRM databases become outdated is lack of user adoption. User adoption is the extent to which your team and stakeholders use your CRM database effectively and efficiently. User adoption can affect your data quality, as well as your sales performance and customer satisfaction. To increase user adoption, you should train and incentivize your users. You should provide them with clear and relevant training on how to use your CRM database, how to follow your data standards, and how to monitor and improve data quality. You should also reward them for using your CRM database correctly and consistently.

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Amelia Rahmi Mardyanti

CRM & Loyalty Manager I Digital Marketing I MarTech I SaaS
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Another reason for CRM databases becoming outdated is the absence of adequate manpower. Without skilled personnel to operate and manage the data and system, CRM software can become "Shelfware". Ensure your CRM system doesn't become shelfware by investing in skilled manpower. Here are several ways to enhance your team's skills: 1. Conduct comprehensive training. 2. Organize interactive workshops. 3. Provide ongoing support. 4. Recognize and reward top users. Additionally, review and ensure efficient CRM utilization that aligns with your team's capabilities, maximizing its potential for conversions within the sales team.

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5 Review and improve processes

Finally, you should review and improve your processes to ensure your CRM database is always up-to-date. Processes are the steps and actions that you and your team take to collect, enter, update, and use data in your CRM database. Processes can affect your data quality, as well as your sales efficiency and effectiveness. To review and improve your processes, you should analyze your data sources, data flows, data usage, and data outcomes. You should also identify and eliminate any data gaps, bottlenecks, or redundancies. You should also seek feedback and suggestions from your users and stakeholders on how to improve your processes.

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Amelia Rahmi Mardyanti

CRM & Loyalty Manager I Digital Marketing I MarTech I SaaS
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Certainly, reviewing and enhancing your processes are crucial steps to maintain an up-to-date CRM database. By analyzing data sources, flows, usage, and outcomes, you can identify and eliminate gaps, bottlenecks, and redundancies in your data management. Additionally, seeking feedback from users and stakeholders provides valuable insights for process improvement. Streamlining these processes ensures data accuracy, enhances sales efficiency, and boosts overall effectiveness, guaranteeing the optimal functionality of your CRM system.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you ensure your CRM database is always up-to-date?

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2

3

4

5

6

1 Automate data entry

2 Define data standards

3 Monitor data quality

4 Train and incentivize users

5 Review and improve processes

6 Here’s what else to consider

Sales Engineering

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How can you ensure your CRM database is always up-to-date?

1

2

3

4

5

6

1 Automate data entry

2 Define data standards

3 Monitor data quality

4 Train and incentivize users

5 Review and improve processes

6 Here’s what else to consider

Sales Engineering

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