A customer relationship management (CRM) system like Salesforce provides many benefits for sales, marketing, and service teams such as having a better ability to manage a sales or leads pipeline, build a 360 degree view of each customer, and boost employee productivity. However, your company will only see these benefits if the data within Salesforce is accurate. Let’s take a look at five statistics about Salesforce data quality that you might find surprising.
1. Data governance is challenging
According to Experian’s 2017 global data management benchmark report, a vast majority of businesses (94%) face challenges with data governance. Perhaps the surprising thing about this statistic is that the number isn’t 100% given that data capture is ongoing and ever-changing. The next big challenge for data governance programs that large companies are prioritizing is the General Data Protection Regulation (GDPR) in the European Union.
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2. Users find Salesforce data quality is lacking
Cloudingo shares that more than half (58%) of survey respondents believe that up to 80% of their Salesforce data is not useful or reliable. Have you ever heard the phrase “your CRM is only as good as the data you gather”? Well, it’s not just bad data going in that is useless and unreliable, but also the static data that becomes stale and out-of-date.
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3. Salespeople want automation of tedious tasks
In Ebsta’s latest Salesforce Usage report, we found that 68% of Salespeople thought more could be done in their organization to automate manual and repetitive processes. Ebsta is a Salesforce email integration app that automatically syncs emails and calendars from Gmail, Outlook, etc., to Salesforce. Check out reviews from customers on the Salesforce Appexchange.
4. Marketers need a complete customer view
In its latest State of Salesforce report, Bluewolf reports that 28% of marketers are without a complete customer view because of data inconsistencies. Marketers need a complete customer view so they know how to engage on social media, have the best targeting lists for advertising, and can appropriately segment email communications.
5. Sales teams collaborate across departments
In Salesforce’s State of Sales Report, 73% of sales teams indicated that collaborating across departments as a selling technique is absolutely critical or very important to their overall sales process. Selling has become a team effort with multiple touch points for a customer, so every member of the team needs visibility into customer communications.
It doesn’t matter if you are in a sales or marketing role; you need accurate and consistent data in order to do your job and produce optimal results.
The lack of poor Salesforce data quality may come from a variety of factors. Maybe your sales reps aren’t updating appropriately/sufficiently or you are unable to capture changes of your customers’ information.
Schedule a 1-1 demo of Ebsta for Salesforce to see how to automatically log emails to the appropriate lead, contact, account, and opportunity records.