Sage CRM Blog

3 ways to manage your CRM data (and why you need to do it)

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By Martin Doyle, CEO and founder of DQ Global

According to Gartner, managing CRM data is critical for businesses who want reduce expenses and gain a better view of customers. 

So, how can you decide what data to gather and store in your CRM software solution? What do you do when you have a lot of data that's irrelevant? And how can you keep your data up-to-date? 

In this blog post, I will answer each of these questions.

1. Gather only what's relevant


Today, employees are expected to collect a broader set of customer data than ever before.

For example, using social CRM, your team could include information they find about customers on Facebook, Twitter and LinkedIn alongside information they've gathered from marketing campaigns and sales calls. This means a typical CRM record could have hundreds of potential fields about customers.

Maintaining all of this complex CRM data is a challenge for time-strapped users, since manual entry eventually becomes cumbersome. Your team could either end up with missing and incomplete data or you could accumulate a large amount of irrelevant or poor-quality data.


Consider what you report on and then capture the CRM data you really need. Avoid using free form text where possible and instead use drop-down or pick lists to make sure this data is entered correctly. If your team is struggling, considering providing CRM training so everyone can understand what to enter and what to ignore.

2. Treat your CRM data like an asset


Today's business owners and managers often look for more and more data about prospects, leads and customers. This is because data lets us understand our target market, communicate more effectively with prospects, and segment leads for targeted marketing campaigns. However, if you gather a vast amount of information and then neglect it, it will become irrelevant and your marketing and sales teams will struggle to identify what they can rely on.


If you treat your data as an asset that needs care and attention, you can ensure its longevity and generate a return on your investment. Share on LinkedIn

This means taking time to cleanse, purify, update and nurture the data in your CRM software on an ongoing basis and not every time there's a crisis or a deadline. 

3. Keep your CRM data up-to-date


CRM data goes out of date every day. In the last 48 hours, someone in your database probably changed their email address, sold their house, got a new mobile number, moved offices, got a promotion or got married.


Compare your CRM data with information provided by postal services to ensure the addresses are up to date. Additionally, you can now verify email addresses and confirm a phone number without sending an email or ringing somebody. Where possible, automate any data cleansing processes and look for duplicate entries that you can merge or update. 

Better CRM data makes for better business

Gartner found that CRM leaders who don't manage their data properly could reduce revenues by as much as 25 percent. 

Businesses that take positive, proactive action lead the way in today’s data-centric world. Better data improves the adoption rates and usage of CRM, which leads to better customer insights, increased sales and ultimately a more profitable business. 

About Martin Doyle

Martin is CEO and founder of DQ Global a Data Quality Software company based in the UK. Previously, Martin ran a CRM business. He has gained a wealth of knowledge and experience over the years and has established himself as a Data Quality Improvement Evangelist and an industry expert.