Sometimes the problem is having two contacts for the same person. You can have duplicate information across multiple contacts. This takes up more space and makes entries more complicated than they should be.
Casey LeBrun of Revenue River told us about his agency's process:
“For example, we gather all the salespeople together to decide which job titles we want to collect. This final list will differ from the duplicate properties and fields you already have.”
«We then use automation to copy the existing property values into our new standardized values. If there is a field that doesn't match, we'll put it inside another field.»Michele from MKT4EDU described a simpler process: “I define ONE main property to receive the information and clean up the rest (clear the value and delete).”
Salespeople value keeping their data clean. But it's not just salespeople and marketers who are the source of duplicate fields with similar information on individual records.
“[A] SaaS company may be pushing usage data into the CRM about customers’ product usage with the platform/app,” says Drew Cohen of SmartBug Media .
“With integrations like this that involve the use of an API, there is a thailand code phone number tendency for things to get overly complicated. Time on platform, engagement metrics, etc. are often areas where we see duplication, with multiple fields having similar names and data.”“When we encounter this issue, we first like to audit all the fields coming from the source. In this example, the source would be the SaaS platform/application. We look at all the fields that are sent to the CRM from that source. This audit is the basis of what will become a cleanup exercise.”
“We determine if there are any duplication issues and then set up workflows to move data from one property to another if necessary. With marketing automation tools/CRM workflows, this is a relatively efficient process if the audit is thorough and a cleanup strategy is in place.”
CRM data cleansing starts with an audit. As Drew discussed, CRM cleansing is the foundation that sets the stage for better results in the future.
“With Insycle’s append feature,” said Eyeview ’s Chris Hobbs , “we’ve been able to quickly and accurately transfer data from [duplicate data] fields to new fields.”
“We have better quality data to work with and we’ve reduced the number of fields, so data entry and reporting are much more efficient. We’ve saved time by getting more accurate and easier-to-understand data,” Hobbs said. Cohen agrees that “The positive impact of this is a dramatic reduction in CRM fields overall, as well as the amount of data marketing and sales professionals have to sift through.”
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