Bad data quality is a persistent challenge in companies. In a fast-paced sales environment, every minute matters – chasing prospects, speaking with customers, building new strategies. With so many priorities, logging activities and keeping CRM records up to date often feel like an afterthought. Let’s face it: every sales rep has, at some point, questioned the value of keeping their CRM records tidy. On the other hand, CRM administrators often do not prioritize this as their first task either. It is at the back of our minds that we have opportunities that haven’t been updated in years and are simply sitting in the CRM without any use. This includes outdated customer contacts, duplicated accounts, and many more issues that have yet to be discovered. But who cares until it becomes urgent?
In this article, I’ll share practical steps to clean up your CRM and improve data reliability.
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