June 29, 2022

Dirty Data Scourge Of Business

Having been in sales for many, many years, one of the things I learned at a very early stage in my sales career is that bad data can kill your business. Be that at desk, territory or company level. Dirty data sucks time out of your business and motivation out of your sales team.

How Data Gets Bad

And, do you know what data is BIG these days. I know systems like SalesForce, for example, are cloud hosted but have you seen the size of their server farm in the desert? Out near Vegas all the big data storgae companies house their facilities and they are huge. So, if you think about it, it's not really surprising that data can easily get corrupted, out of control.

You have many different people entering information into your CMS so it's easy to see how corruption, duplication and wrong information can be added. Think about it, a new salesperson joins, he's had ABC as a client for many years in his previous company. He checks the database as he's been given permission to work with ABC as his new company have never done business. But the CMS has ABC Ltd on it, not ABC PLC. Or the parent company name is wrong, or maybe a subsidiary.

So, the new salesperson can't find the list so, he or she does what we'd all do...they set up a new record.

Data Duplication

Hey presto, you have duplicate data in your system. Now that might not seem like an issue whilst your new salesperson is there as they know the client and add all of the relevant contacts on their new page. But picture this.

Your new sales person becomes disillussioned because of the poor data and the constant wasted time. They are treading on the toes of other members of the sales force calling duplicate entries who really belong to other members of the team. That breeds contempt amongst the team and quickly you have a team that is demotivated because of wasted time and in fighting. Even worse, the team you've invested a fortune in hiring and training starts to become disillusioned and start to leave.

Investment

Your investment is suddenly looking extremely creaky!

Sales are down, the team is decimated and profitability is suffering.

However, thankfully, there is an answer. There are many companies nowadays that are offering all manner of data cleaning servcies. From CRM transition to data cleaning, de-duplication, augmentation, consolidation, enrichement, washing...whatever is required to get your data fit for purpose. Fit for purpose and achieving the sort of ROI your investment deserves.

One company in Austrailia are providing this using an automated service which is hugely cost effective. A full data clean can cost many thousands of dollars. However, Marketing Data Fitness in Sydney have developed a data cleaning robot called "Dave".

Robotic Cleaning

Dave can do pretty much anything with your data! from a data health check, mapping through to full data wrangling. Imaging just throwing your marketing data and Dave and it coming with data de duplication complete! Just de-duping your data will save you (potentially) millions in lost time and effort.

But! Dave can go much further. He can totally clean your data and deliver it back to you in any format you wish. Any format that can be entered into any CRM known to Man.

Check out Marketing Data Fitness Here and get your marketing data fit for purpose.

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