CRM Data Cleansing for Better Marketing and Sales

An Ultimate Guide to Data Cleansing

Data Cleansing

Data cleansing is crucial for any company that wants to represent its customers and their habits accurately. With a detailed customer profile, companies can better understand who their customers are and what they need.

Why is Data Important for marketing and sales?

Data is essential to marketing because the marketing and sales team can provide more relevant and accurate information to customers. For example, a company may use data to determine the customer’s location to customize the customer’s experience. The more actionable data points you have around people and companies help you drive better targeted and effective marketing and sales campaigns.

The truth is that data will always get stale. Data faces two problems

  • Incomplete data
  • Outdated data

Customer Data Cleansing for Effective Marketing

How does the data get outdated?

The data you collect through various sources, whether via forms, chatbots, webinars, or offline, or using some lead generation/ data aggregation tools, will mostly be incomplete and get obsolete with time. Either people change their company, and someone new takes up his role, Or people change their roles, etc. On average, 2% to 3% of the data you have in your CRM and MAP gets outdated every month. And ~25% of the CRM/MAP data gets obsolete every year.

What are the options for data cleansing?

Many data companies would provide you enormous data. But are you sure they are accurate and recent? Even if it’s a yes, you might need to add missing links, standardize the data to your requirements. 

  • Do it In-house: Hire an employee to update tour data. But this consumes your time also might require a considerable investment, which is an uneconomical approach. Also, training them will be time-consuming.
  • Hire a team that does Data cleansing and enrichment. Such teams will have well-trained resources and the right tools and are trained to find the best data possible. This is the best viable option both economically as well as with efficiency.

Data cleansing is vital for the success of any organization.

Data cleansing is crucial for any company to have a successful business. It’s essential to stay ahead of the competition, reach out to your potential customers on time with the best personalized offers, reduce your sales cycle, and ensure better conversion.


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