3. Enhance marketing campaigns and sharpen sales strategies
Effective marketing and sales campaigns depend on both the quantity and the quality of the data.
Data gives marketing and sales teams the power to understand who their customers are – their needs, wants, expectations, and buying behaviors – all necessary information for successful marketing campaigns and for driving purchases.
Optimizing the quality of marketing and sales data will in turn, optimize the quality of the insights they generate, thus increasing the bottom line.
4. Gain greater visibility and insights into what works (and what doesn’t work)
When data is clean you have less dysfunction and greater visibility into your entire organization.
Whether a lack of visibility is caused by a convoluted mess of dirty data, siloed datasets, or both, it can have a profound effect on your ability to spot opportunities for your business. You’re likely to run into big stumbling blocks for growth.
An environment with greater data visibility can give your company a lot of insights, both internally and externally. It can reveal problems with your current workflows, ways to improve upon processes, and areas than can be made more efficient.
With these insights you can find ways to standardize and streamline processes, potentially saving you a substantial amount of time and money.
Read more: 12 proven benefits that can help boost customer engagement, win more deals, and nourish your business (free download)
5. Save money and reduce waste
A long-standing theory among data experts is the 1-10-100 rule. The rule states that it costs $1 per record to prevent poor data quality, $10 per record to clean and dedupe later, and $100 per record if no data quality practices are implemented. In other words, the longer data quality is ignored, the more costly it becomes.
Part of improving data quality is addressing outdated info. Data decay is unavoidable as people’s lives change and companies go out of business or merge.
Deleting or archiving records that have been dormant for a period of time not only contributes to better data quality, but it saves money on CRM and marketing automation subscription fees.Updating and validating mailing addresses could save you money on wasted printing and postage.
Besides monetary costs, there are also opportunity costs associated with poor data quality. Consider the role data plays in marketing campaigns, sales intelligence, forecasting goals, and customer experience metrics. Or how much time is wasted when calls are made to bad phone numbers.
A bounced email or duplicate record here and there may not seem like a big issue, but overtime the ripple effects could significantly cost your business.
6. Improve customer relationships while making customers happier
It’s no secret that superior customer service is more important than ever for businesses today. Buyers are more likely to remain loyal to companies based on the experience they receive rather than on price or product.
But in order to succeed at this, you need to understand who your customers are. The only way to do that is by collecting valuable insights and using that data.
This is where data quality becomes important.
When data is clean, you’re able to build a detailed customer profile to target the right buyers and track customer habits. Unique, nonduplicated records mean you can see all touch points from presales, after-purchase follow ups, and customer service communications. Clean data also prevents duplicate touchpoints that can irritate customers.
Tying high quality data with your customer experience will attribute to higher engagement and conversation rates, increased renewal and lower attrition rates, cross-sell and upsell opportunities, a better brand perception, and more loyal customers.
Continue reading: 6 more benefits that can help boost customer engagement, win more deals, and nourish your business (free download)
How to get started cleaning your data
Addressing data quality issues should not be made an afterthought because poor data quality has a snowball effect. What starts out as a small data quality issue, like a duplicate record here and there or outdated info can become a much larger problem.
It’s critical to invest time, money, and resources to improving and maintaining data quality now rather than later.
Fortunately, there are data cleansing tools made specifically for Salesforce that make the process quick and easy.
A good data cleansing and management tool should be flexible, easy to use, and give you the ability to:
- Set up and implement out-of-the-box with no need for IT involvement
- Make configurations that satisfy your unique needs
- Automate data cleansing tasks with little to no manual work
- Integrate and sync data from multiple sources
- Collaborate and divide up tasks with multiple users
- Audit and view historical reports to monitor your progress
Optimizing Salesforce data requires a little heavy lifting upfront (after all, it’s not a "one size fits all" approach), but it comes with a huge payoff.
When your Salesforce data is clean and routinely maintained, your team will have the power to improve processes. They’ll be equipped to make more proactive and strategic decisions. And they’ll be able to better serve customers overall.
Before you know it, you’ll gain insights you didn’t know you were missing. And such clarity can transform your organization and usher in a new era of business growth.