According to a report by Gartner, poor-quality data costs organizations $12.9 million annually on average. In addition to draining monetary resources, inaccurate data slows down employees and has a negative impact on their productivity, affecting Salesforce user adoption as users lose trust in the system. Poor data quality is also likely to damage your reputation when you approach a prospect or a customer. All in all, bad data translates to lost revenue for your business.
Businesses can improve their bottom line and make the lives of their sales reps a lot easier simply by eliminating data quality issues. There are several steps you can take to make your data smarter, leading to more productive users and satisfied customers.
Ensuring Duplicate-free Data Improves Sales
Data deduplication helps you to reduce unnecessary costs, wasted sales opportunities, and poor user experiences. Essentially, deduping makes your data smarter. Here’s what else it can do (notice the focus on ROI):
- Lead to accurate reports, analytics, better insights, and informed decision-making, which, ultimately, leads to better ROI.
- Allow sales and marketing teams to get a better understanding of their customers. Successful campaigns help to generate better ROI.
- Provide greater visibility into customers’ data. With these insights, you can find ways to standardize and streamline processes and potentially increase ROI.
- Allow you to build a detailed customer profile to target the right buyers and track customer habits. Tying high-quality data with your customer experience will lead 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.
Cleaning up your data can take your marketing and sales efforts to a whole new level.
Enrich Your Data to Improve Usability
Data enrichment improves the quality of your company’s existing data and adds additional relevant or missing information to increase the usability of the data. For existing data, enrichment can ensure that the fields captured are valid, have correct syntax, and are ready for use. Also, the relevant information that enrichment adds may open the data up to more uses and applications.
There are several ways in which data enrichment can help lead to smarter data. First of all, it can help you prevent data decay, which is an issue that every company must face at some point. Email marketing databases, for example, naturally degrade by 22.5% approximately every year. Data enrichment prevents data decay by updating old and inaccurate data with the most current, factual information. It is essential in cleaning, sorting, and updating old information into valuable, real-time data.
Another big benefit of data enrichment is that it saves you money. Having the wrong data can be expensive. In fact, a report by Gartner concludes that organizations lose up to $15 million annually due to inaccurate data. Data enrichment streamlines and updates customer databases to get high-value, high-converting leads that translate to increased business. A reduction in database size leads to higher savings from reduced staffing and software costs.
How Does Clean Data Improve Productivity?
Your sales team relies on the data in Salesforce for insights into customer engagement. If they were burned by bad data even once, they would start second-guessing the data they are working with. Even one incorrect email address contributes to a lack of confidence in the entire database and, eventually, wasted time in double-checking information. The same thing is true with duplicate records. When your sales reps need to piece together various parts, bits, and pieces of customer data that are spread out across duplicate records, more time is wasted.
Research has already shown that sales reps only spend 35% of their time actively selling. This is just 14 hours out of a typical 40-hour week. The rest of the time is spent on activities that don’t directly generate revenue for the business. These include admin tasks, working through emails, and gathering sales intelligence. You definitely don’t want to add any data cleanup tasks to this list and reduce their sales time even more. Clean data prevents these issues and boosts the productivity of your sales team.
In addition to this, cleaning up your data will provide your sales team with a single customer view, which also improves productivity. If you have duplicate records, each of these duplicates might receive updates separately, resulting in an incomplete picture of the journey that each customer took, which reduces how effectively you can speak to them. Personalized messaging empowers your sales reps to increase conversion rates, which leads to a stronger bottom line.
Trust DataGroomr With Your Salesforce Deduplication Needs
As we have seen from the information presented, duplicate data can drain your company of resources and decrease the productivity of your teams. If you are looking to get your duplicate issue under control and increase the health of your data, consider using DataGroomr to dedupe your Salesforce environment. We leverage machine learning for deduplication, which means there is no complex setup process and no need to create rules or download anything. Simply connect DataGroomr to your Salesforce and start deduping right away.
Try DataGroomr today with our free 14-day trial.