The Importance of Database and CRM Management

A CRM database is the primary source of all your company’s customer and prospect data. It gives marketing and sales teams a single source for truth, which makes it easier to organize, manage and use information to create ideal customer experiences.

A CRM can provide a more insight into the client’s buying habits and interests. This makes it possible for marketing and sales to send targeted messages that boost conversion.

However, a CRM is only as good as the quality of its data. If a database is messy, disorganized, or contains inaccurate or outdated information it can be difficult for employees to locate what they need. A CRM should incorporate tools that will reduce the chance of data that is dirty. This means automating as much of the entry process as is possible to minimize errors caused by human intervention. Setting up regular data audits can be beneficial too.

The training and structure of the users also affect the quality of the CRM database. Your team must be able to use the database effectively, regardless of whether they’re using a spreadsheet program or a sophisticated CRM such as Pipedrive. In the ideal it specialist characteristics scenario, your CRM will have a training program that teaches your teams how to optimize the tool for your company’s needs and sales lifecycle. For instance, if have an online store, you can provide your team with access to the Pipedrive Academy for tutorials and demos.