Enhance Marketing Campaigns: Clean and segmented data enable more targeted and successful marketing efforts, increasing ROI.
Support Informed Decision-Making: Managers and business leaders can make better strategic decisions based on reliable, comprehensive data.
Reduce Operational Costs: Maintaining clean data helps avoid errors and unnecessary processes, thus saving time and reducing costs associated with data correction and missed opportunities.
In essence, CRM data maintenance directly impacts the efficiency and effectiveness of your customer-related operations. This leads to better business outcomes.
Lucas Perret, the sales operations manager at lemlist, streamlines mobile number data for calling revenue processes and drives daily growth with technology and workflow automation.
Lucas shared the most important procedures he takes to make sure his CRM data is up-to-date.
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Lucas explained that CRM data decays quickly: “People switch companies and job roles. Around 30% of CRM data become outdated after 1 year.”
CRM data maintenance: 5-step framework
1 Step: Have a process to avoid duplicates during import.
“Use email or LinkedIn URL as a unique ID for contact. And domain and company LinkedIn URL for companies.”
“Normalize domain format to avoid having duplicates, like lemlist.com and https://www.lemlist.com,” Luccas added.
He recommends formatting all domains in this format '{domain}.{tld}'.
2 Step: Do not hesitate to delete old data.
