How to Build and Maintain Clean Sales and Marketing Data
We often get asked how to keep sales and marketing data clean and actionable. There is no silver bullet.
The best sales and marketing data comes from your CRM.
However, you need to have governance and compliance in place to keep it that way.
You need to hold sales and marketing teams accountable for keeping and maintaining a clean database.
The data you can purchase from sources like D&B Hoovers can be expensive and only about 50% accurate. And it only gets more inaccurate as time goes by. Those sources can be a good starting point, but more work needs to be done to make that data great.
So how do we keep great data?
- We train our SDRs to keep impeccable records and improve records when a change happens. They understand the positive impact it makes on their goals.
- We keep historical records of data changes. Someone leaves an organization – they don’t leave the CRM – they get tagged as “no longer there.” This way they don’t get re-added from another bad data source.
- We have a dedicated Data Team that is constantly working to keep contact data and account intelligence strong. Data is at the foundation of our sales and marketing efforts.
- We are engaging with (calling) the contacts in our campaigns and we get real-time feedback and updates on contact information, personnel changes, and other valuable insights. We record it.
Good data makes sales and marketing more efficient.
If efficiency is a priority, make data a priority.