What is dirty data? Essentially, it is data that contains errors. Whether this is duplicates, errors, incomplete or inaccurate data. One thing it definitely isn’t is the data that you want in your CRM system as this will cause an untold number of issues.
Where does it come from?
If you’ve followed the steps recommended in our eBook, Manage your data like a pro, then you will have already done all the work to make sure that the data going into your CRM is cleansed and ready to be used. You’ll have steps in place to ensure that everyone in your business is pulling their weight when it comes to maintaining the data on a day-to-day basis. Your compliance with data privacy regulations is in the bag. However, data is always changing and evolving. New data can come in from a wide range of sources:
- New web form submissions from your website
- Leads generated from an event or exhibition you’ve attended
- Purchased data sets of leads for your sales team to work through
What all of these sources have in common is the room for error. They’re all coming from external, uncontrolled sources that have a high chance of being riddled with inaccuracies.
So what do you do when these chunks of new data come along and threaten all of your hard work?
Gold-Vision’s lead management module has been intentionally designed to create the ideal environment to work on this incomplete data outside of your CRM records. And although separate, the lead management tool is integrated with the CRM. As a result, the system will tell you if the lead is a duplicate of something that already exists.
The tool also provides your sales and marketing teams with all they need to work on the leads. From emailing or calling the contact to reassigning the lead to someone else in the business and then either promoting the lead into the CRM or discarding it. Once promoted, you can still see the full lead history in your CRM, maintaining a complete picture of your opportunity or customer.
