July 15, 2025

Table of Contents:

1. 1. Why Data Quality Matters More Than Ever
   2. 5 Common Causes of Poor Data Quality
   3. The Data Quality Lifecycle
   4. What Clean Data Looks Like
   5. Cloudingo: The Backbone of Clean Salesforce Data
   6. Ready to Clean Up Your Salesforce Org?

Why Data Quality Matters More Than Ever

In 2025, data quality is the backbone of every high-performing Salesforce org. But it is so much more than that. Clean, reliable data isn't a luxury—it's the fuel for AI, analytics, and sales productivity. As organizations deploy AI-powered lead scoring, advanced analytics, and automation, the cost of bad data has never been higher.

Data points to consider in 2025:

Good data powers:

• Accurate AI and analytics
• Higher pipeline conversion and sales productivity
• Better customer experience and personalization
• Privacy compliance and reduced risk

Without trustworthy data, even the best strategies and technologies will fail. With it, you lay the foundation for success at every level.

5 Common Causes of Poor Data Quality

Most data issues start small but quickly snowball:

1. Duplicates – From web forms, sales reps, imports, and integrations.
2. Incomplete or incorrect data – Typos, bad formatting, and empty fields.
3. Data decay – Up to 70% of B2B data degrades annually as people change roles or companies. (Source)
4. Disconnected systems – Multiple sources with no single source of truth or no master record.
5. Lack of governance – No standards, training, or ownership.

The result? Misdirected emails, confused reps, unreliable forecasts, and lost revenue. And your AI efforts and Agents are anything but intelligent. Clean data equals trust—across your team and your technology stack.

The Data Quality Lifecycle

Your CRM is a living system. Data quality is not a one-time project—it's a continuous process:

• Profile – Audit your Salesforce org for duplicates, blanks, and errors.
• Cleanse – Use tools like Cloudingo to deduplicate, merge, and correct records.
• Enrich – Fill in gaps with solutions like SalesIntel.
• Govern – Set standards, assign data owners, and train users.
• Monitor – Track progress with dashboards and alerts.

Teams that embrace this lifecycle spend less time firefighting and more time executing with confidence.

What Clean Data Looks Like

Picture this: a sales rep opens an account and instantly sees accurate contact details, verified phone numbers, and a complete interaction history. Lead routing never misses because every record has the fields needed for automation. Reports are trusted, campaigns reach the right audience, and sales follow-up is timely and informed. AI-generated results are accurate and trustworthy.

Cloudingo: The Backbone of Clean Salesforce Data

Manual data cleaning is tedious and error-prone. Cloudingo automates the hard work:

• Deduplicate with customizable match rules and fuzzy logic
• Merge records in bulk or automatically
• Standardize and correct data formats
• Prevent duplicates in real-time
• Monitor quality with a Data Quality Dashboard

Admins report that Cloudingo can replace the need for a full-time data steward—freeing up resources and ensuring data stays clean as your organization scales.

Best Practices Checklist

• [ ] Run monthly data quality audits
• [ ] Automate deduplication with Cloudingo
• [ ] Enrich critical fields (job title, company size, etc.)
• [ ] Train users on clean data entry
• [ ] Monitor with a data quality scorecard
• [ ] Prevent errors at the source

Ready to Clean Up Your Salesforce Org?

Clean data saves time, drives revenue, and boosts team confidence. With Cloudingo, it's easier than ever.