I’ve spent 20 years managing and implementing CRM databases. I’ve won 2 national CRM industry awards whilst doing it. None of it would be possible without clean, formatted correctly and enhanced information in the database. If you don’t have good data, your CRM database can’t give you good results – as all it’s doing is punting out the information in a different format to how you put it in.
In its simplest form, you can’t search for people you know in Leeds or Bristol if the town/city data isn’t in the town/city field. But ROI? Well, imagine you spend £1,000 on a CRM database. It isn’t going to do anything for you, as there is nothing in it. But spend that same £1,000 on improving the data you already store in and around your organisation, like finding out which contacts you can get an email address for, or to find out what their interests and issues are – so you can send them targeted emails, letters or phone calls based on their interests – and you’ll get some leads come back.
See, data isn’t sexy, nor it’s not fascinating or interesting. Until you want to improve your marketing, business development and sales activities; then data is vital. And that’s when you wish you’d spent time, effort or money on it 6 months ago. Much like the old Chinese proverb…. “The best time to plant a tree is 20 years ago. The second best time is now”.
Article ‘Spending money on your CRM data will get you a better ROI than the same amount of money spent on a big flash new CRM database’ Written by Simon McNidder from Database First Aid.
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