Thinking about your underlying data isn’t all that sexy for a marketing or sales executive. A flashy new social campaign or a new sales playbook may be more fun to think about investing in.
But data is your foundation – it drives or enables everything your people do. And it represents a lot of opportunity for you to increase productivity, reduce costs, and deliver ROI.
If you answer yes to one or more of these questions, your data represents an ROI opportunity.
- Do your marketing attempts to measure campaign ROI break mid-stream because sales tracks a different prospect record than marketing does?
- Do you find it hard to trust the results when you run reports?
- Do your inside sales reps or external sales reps know they are losing productivity (their time) due to bad lead or contact level information loaded in key data fields? (email@example.com, 999-999-9999, asdf123)?
- Are your sales reps frustrated because they find their contacts are pursued separately by other reps?
- Do you have trouble determining which data source you should spend more money on?
- Do sales managers waste time trying to resolve which rep owns which account?
- Does marketing ever launch introductory campaigns against a lead prospect, only to find sales already has an active pipeline opportunity within the same company?
- Do you have issues with sales reps playing games to try to steal a march on their colleagues, and take ownership of a particular account by “getting there first?”
- Do you find garbage in key data fields (firstname.lastname@example.org, 999-999-9999, asdf123)?
- Are sales reps or marketers reluctant to put their lists into the CRM because they fear repercussions, the labor involved, or worry further corrupting the database?