By: Ed Trachier – March 24, 2013
What is the best way to clean data, and move over into a new CRM? Yes, it is a question that marketing professionals have struggled with for decades. In examining your current sales data, it is critically important to take a holistic view of all of your data. What records are still valid? What is the current corporate structure? Have any mergers, acquisitions, or divestitures occurred? What about name changes? Are the target contacts still at the company and how has their role likely to have changed and to what? Data cleansing must precede your CRM implementation.
Unfortunately, there are no short-cuts to this process. What is needed is a systematic, repeatable, accurate, and verified process to assure the highest accuracy possible. With so many other responsibilities, and tasks, it is highly unlikely that a company should attempt, or will succeed, in handling this function without outside help. You need a company with experience to assist allowing your marketing team to think strategically, and freeing-up your sales teams to focus on filling their sales pipeline, and closing the deals “closest to the cash.”
Ed Trachier can be reached at 469-200-4901, or via email at firstname.lastname@example.org