Your CRM Is Lying to You: Is Dirty Data Costing You Deals?
Introduction
The CRM stores all the information about customers and prospects. For most sales teams, it is the only reliable source. It should serve as the driving force behind your sales process and the cornerstone of your outreach approach.
However, what happens if that basis is incorrect? What if your CRM contains false information?
The truth is that the majority of customer relationship management systems contain inaccurate or incomplete information and the lack of real-time buying signals. Such as stale job titles, missing contact details, duplicate records, or even worse, unqualified leads. Rather than being an issue with operations, this is a problem with revenue. Under the radar, inaccurate data is squandering your resources, clogging up your funnel, and leading your sales staff astray.
The Unseen Price of Unclean CRM Data
Quickness and accuracy are crucial for sales teams. However, if you begin with inaccurate data, all subsequent steps will be inefficient. The effect becomes apparent at this point:
Reps lose valuable time because they have to manually fix records that should have been validated automatically. They have to contact former employees who have left the organization.
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Misguided Efforts: Marketing automation loses its effectiveness if contact segmentation is based on inaccurate data. The incorrect inboxes receive the emails. Prices are too high. Conversions occur once engagement declines.
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Low Lead Scoring: A lot of scoring systems use firmographics like industry, job title, or company size rather than other factors. Inaccurate data causes your team to either give too much weight to unqualified leads. Also, this gives any weight at all to worthwhile ones.
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Mistakes in Sales Forecasting: When data is not accurate, predictions also aren't. Financial projections, spending plans, and trust from investors are all negatively impacted by this. Unclean CRM data skews your whole growth plan, not simply your outreach.
Just CRMs Won't Cut It
The original intent of customer relationship management systems was to store data, not to validate or enhance it. That implies inaccurate information goes in and stays there unless rectified by hand.
The precision of the input is still crucial, even for cutting-edge CRMs that have AI or automation capabilities. The old adage "garbage in, garbage out" is really true now.
This is where services like navan.ai that enhance AI come in handy. By continuously feeding your CRM clean, verified, and real-time contact data.navan.ai turns it into a dynamic decision-making engine, rather than a static storage unit. It's an important enhancement, not a replacement.
The Initial Causes of Data Impureness
CRM data degradation is a continuous process, not an isolated incident. An average business-to-business database loses 30% to 70% of its value per year because of:
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Alterations to one's job duties
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Mergers and rebranding
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Changing technology stacks and committees that purchase
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Inconsistent, redundant, or misspelled information entered by salespeople
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Using out-of-date vendor lead lists
Your pipeline will quickly become outdated if there is no continuous process to update and fix these records. The end consequence is a CRM that is too large.With thousands of records that appear valuable at first glance but are useless when interacting with them.
Intelligent Customer Relationship Management with navan.ai on the Rise
In contrast to conventional customer relationship management systems, navan.ai prioritizes data validation driven by AI, real-time enrichment, and intent. It constantly checks your account and contact information by scanning a variety of internal and external data sources.
Navan.ai marks the account as high-priority and modifies the lead score based on the company's funding or new product line launches.
It adds buying intent signals to the contact profile if a lead does things like research on a rival or attends a relevant webinar, providing crucial information for your sales team.
Put simply,navan.ai transforms your CRM into a powerful conversion engine, not merely a cleaner CRM.
Uncertainty for Sales Teams
Just picture a sales staff that was going after leads that were promising a couple of months ago. There was a growing staff, a recognized problem, and available funds when the company was at that phase. However, today? Their requirement has evolved, the contact has departed, and the business has shifted its focus.
Team morale and time are both drained when enriched data isn't available. But with real-time enrichment, you're kept in the loop. When consumer habits change, you can tell. You have a good idea of which accounts are still promising leads. Your CRM goes from being passive to proactive. There is a lot of demand on businesses to do more with less in today's economy. Maximizing sales efficiency is not a luxury but a need.
That is why services like navan.ai are becoming standard in today's sales teams. They streamline processes, boost conversion rates, and decrease transaction cycles by automating enrichment and determining which accounts to prioritize. It's not enough to simply have more data; what really matters is having accurate data and making informed judgments with it.
Conclusion: Clear Data, Successful Deal Closings
B2B revenues are silently killed by dirty data. It remains silent. Dashboards do not display it. Your team's output, the precision of your forecasts, and your closing rates are all subtly but surely eroded.
If you want your sales process to scale, you have to start by improving the basis. This necessitates clearing up your CRM's clutter and turning it into a revenue engine that is driven by real-time insights.
Platforms such as navan.ai are assisting teams in this transition by automating the prioritization process, enhancing records, and revealing buyer intent.
What was the outcome?
Better representatives. More substantial discourse. A further tally of closings.
Are you prepared to streamline your CRM and get more sales?
Learn how navan.ai uses enhanced, real-time data to drive smarter sales.