B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 years ago

24: The Importance of Data Quality Within CRM Systems w/ Charlie Spaneas

ABOUT THIS EPISODE

CRM can be your best friend or an absolute monster depending on how you’re using it.  

The difficult reality is that CRM’s are only as good as the data that is in the system.

In this episode, I had Charlie Spaneas, Director, Marketing & Sales at Clear C2, Inc., on the show to discuss the importance of data sets to a well functioning CRM and some solutions to the tedious but important task of maintaining the data set.

When the CRM is used properly it can be a profound tool for your entire team.  However, sloppy treatment of data could also cost time and money, adversely affecting many elements of your team

You're listening to Beto B revenue,acceleration, a podcast dedicated helping software executives stay on thecutting edge of sailes and marketing in their industry. Let's get into the show, I welcome to be to be a revinueacceleration. My Name is Oy am iter, and I'm here today with charliesSpaines from PSCTO. How re you doing today, Shally Oi'm great. We thanks forIvitin me. I'm excited T behere APLEASURE. So today we will bediscussing the importance of data quality within crm systems, but firstand before we get started, can you pleiaster us a little bit more aboutyourself, Charlie, as well as your role and your company within clear CTO? Okay,Surera I've been a sales, a market and director for the past ten years atclearsee. To before that, I worked many years in the telecommunicationsindustry and sales and product management to transmission opticalnetworker product and I've learned to leverage that experience. In my currentposition as meras clear see too it's a privately health company we've beenaround for twenty five years, begin in Onethousand, nine hundred and ninetythree. So we have a lot of experience in the crm industry as well assustainability. Our headquarters is located in the Dallas Texas area. It'swhere we develop Sel, implement, train and support our products directly. Butthat means is, we don't have any partners, they were going to pass youoff to and we don't get outsource any part of our offrit. So that's prettymuch what we are at clersy to okay, thanks for that chanry. So we are here,but to t talk about Sarman crm is always your best friend or monster,depending on who we engage, Wis and which company will engage with. But weall know that Skaram system is just as good as the data that is in the systemand IILL use a board at data. Is We know that it's a fantastic tool to giveovera view of what's happening from a Satisfi, Brane, managementcompingprogression, ses, focast, thate,...

...sigmentation, etc, etc, but we alsothat sells people sometimes not all of them. We don't like to make generality,but you know, most of them are not really good at keeping crmtodate isn't because they don't want to degapilane or they don't want to givevisibit to the management on the Jill they are wolking on, or maybe justbecause they don't like the admain task of thing. They don't have the time.What have you seen as a successful technique to make sure that companieskeipe or FRM systems up to date and get the must out of it? Well, you arecorrect about sales people generally having issues with keeping the CRM UFte date, because many of them frankly view it as being stuck with doing themenial task of inputtint data that potentially takes them away from beingwith thei customers. So, to answer your question on successful technique that alot of companies are usin is gamification gamification, literallytaps into the competitive spirit that we all have insiders, and it can be aneffective way to motivate employees, especially sales people, to pursuitdata integrity. It basically makes it a fun and friendly contest whereparticipants can get rewarded for reaching company set goals. Yeah woneof the by products of Gamification is that it gets employees engaged andthere are actual studies out there by Gallop. That says, engaged workers, buttwenty one percent, more productive than unengaged workes. So Ray gettingback to your question when you said that some sales people don't want totoclear a pipeline, a way to combat that with have a contest, see how manysales opportunities can be dented into crm per a month and have a monetaryaward attached to the winner and because of this task that will onceconsidered not beneficial to a sales person and now anticipated by them. Butyou will expect that they have O, I...

...guess. Maybe they are mainy incentiveison what they are closing tesous, what they are declaring as piplane. So whatyou are saying, is it adding some incentives on declaring pipe line? Isit about incentive in time of data on Trey? I ou you actually make it UPN,because I'm Doson Te Gaein education and I appreciate it being a Sol sperson.You want to be competitive. You want to be the top of the NEDO board, but Iguess there's two things you can drive, you can drif quantity or you can drivequality ow. Do you end up in the middle? It would be my question or what haveyou seen in practice: okay, essentially, sales people, theyre rewarded,monetarily, whether they using the crm and not using the Sayrim by gettingsales right and they enter it. Ino pipelike. Now, according to yourquestion and agree with it, some people say of people hold back on theirpipeline and you the game iffacation. If they're in a contest to say, hey themore you input into the crm for your pipeline, we're going to reward youeven more than just getting revenue from your sales, and so it there areenticed to input all of their opportunities into their pipeline,because they're going to get an additional ward, okay for imputting itinto the CRM and how you measure that is. Usually you create a widget on adashboard that everyone can see and it's it's not only. They Gettinrevoided for putting it in, but there's also a pride factor that everyone islooking at it in seeing all the results on everyone's fashboard and so they'regoing to want it to input anput it into the system. Okay, that makes sense.That's good, ODID! That's a good idea, some fears. We should definitely doourselves, so whaever think about that on Anootopig, but very close to it. Weknow that that a cleansing and tasigmentation ar quite time consumingtask and often overlooked by company...

...that wolk within the CRM system, whichis a bit of a shame, because we also head the better the data, the Mosesagmented, the data, the better your marketing compaign out wit, will bebecause you will be able to contact people without bounds as well as if yousegment whet you should have a message is quite dedicated, if not Taylord, toa smaller group of people which, in return shoulding increase the responserate buthat also lead to Seram system havingDatat at she's, not very accurate. Can you please show his audience? Why essuch an important task that that accleansing, the desigmentation and whyhe shouldn't be overlooked? Yes, right, you bring up a subject that sometimesgets lost in the weeds until it's too late and it becomes a real pain pointand then the work needed to correct it. You know, becomes you a real cumbersome,so, to begin with, your data should always be addressed. When you'redeploying new software, you need to start with a new slave. You need toensure that you have data integrity and that's really an umbrella term. Thatincludes things like data accuracy, sistency validation, completenessuniformity, those kind of things. Some examples are, as you are saying, have aduplicate in your database. Your bad email addresses andcorrectly formatedphone numbers to name a few. If you don't address them in your system, theycan recave it. For instance, if the email addresses are inconsistent, thecompany will suffer the cost of resending the email or even losingcustomers. You can then further compound matters by not segmentin. Yourdata, like you ere, saying Pro Datasegmentation, is simple: Yo takinga data filtering it so that it can be used more efficiently within marketingand in operations. It's making sure your message gets out to people who aregoing to buy your product. If it's not done properly, it can negatively affectthe delivery of your messaging in your...

...market and campaigns to your customers.Now. executiveives also need accurate and complete datea in the CRM system,because many of their strategic decisions are based off reports thatare generated from that data. If the GRAT is bad, their strategic decisionscould be reported potential in correct revenue streams to stockhovers. Youknow calculate in factory capacity planning generated from corrupt data.It may be providean incorrect product next to building the factor because youhave in inaccurate forecast. In these cases you see, RM system could becomecounderproductive if the the corrupt ate is not clent. So administratively,in consistent data, you know, can potentiallyleyad to fault conclusionsthan you know: bad investment. So in the business world, incorrect data canbe pretty costly, but fortunately, as you stated, you can head off some ofthese disasters by doing some data cleansing and scrabbing, which can bedone manually by you, O slowly coming through multiple spreadsheets lookingfor errors or you know, can be done faster more efficiently through the useof software. Toos again, you know the best time to do. This is during newimplmentation o software, because you never want to infail introduce bad datainto the system, and then you should also perform maintenance crew up in offthat cleanse state a periodical okay. So again I goin t ask you a verypractical question, because it's we'e talking about situation. We findourselves in conversation with flients, where we tough this topics and peoplersaying yes, we've got lots of Datae in now sarm system, but hmm we've got bigquestion mark around it and we don't prety. Showt nutraitio is good fromyour expirience who Isso appreciate he could be done manually or I could be ontrusofttware, but who is the individual always the function within the companythat should be responsible to actueally? Go Te Thata clensing in thededasigmentation. Well, I can tell you...

...specifically: is the IT Department, theit manager when we're implementing systems with companies? The first thingwe do when we're implementing is with contact in the itm manager to see whatkind of data they're going to produce from their backend system to importinto ourcrm system and there the one specifically responsible, so the dataintegrity of their backend system, where I say back in system, could be afinancial system. It could be an ERP system or whatever it's where all themaster templrates are for all the contacts and companies that they dobusiness with and so they're the ones that are tasked to make sure thatthere's data integrity and no systems before we can import them into oursystem. Thot. We always tell them hey, look. We can do it on your end or wecan do it on iron, but it's going to be quickering cleaner. If you do the dataclensen on your end, Youh O, because it's a lot easier that way when it'scoming, when you're doing it to the source system. So the ENTERI questionis the IT Department of the company that we deal okay and then we willdrive the it department in term of the data the DETA quality. Would it bemarketing woith a bit Sel Becaus? I woill expect the at department, wherethey've got the tools and control the tools to Maynot, be aware on the typeof person other type of individual wats. Good data was not good data. So wouldyou also have an involvement from other function to support them or to eld themin doing the job? When you ask who's driving them, you saying internally intheir organization. Yes, I mean Yo've done any organization, so you know.Basically I guess whate one going out with those questions is: There is a lotof people involver on the serm system, marketing cells, management, marketing,one tho RM system, probably because the accompans goes through the CR system,they use the data and they will...

...probably put source chool on the date.So when a compan goes through and the LEADIS creaty they can then follow itthrough and see the contribution to piblend. The contribution to sellssells will use a Saram system most of the time to control pipeplane forcast,look at what we've got, what we need to be and then evaliate the performancebetween different cells, raps as rigion products, etct, etc management, as youmentione early on. Is that O Olook? We want to see what we've got. We want tosee. What's working from a marketing pespective, what's welcoming from asevos prospective, we want to get performance, we need to be able tofocus, is off ourself of our God of director or for the market depending onthe type of company they are and on those side the at department isobviously another lay of Al Thisfunction, but there is so manypeople touching the SRIM system. You know it's not like a just a financialsystem or you got finance people just working on it, because it's acollaborative tool between function. I was wondering if theat department canreally do it on their own or if tyous a function can actually support them indoing a better job when it comes to cleansing and segmenting okay. So thecommon denominator and everything that you just said is the IT Departmentbecause you're right there are many different silos in the business thatare touching that crm in depending on how the company's using it it couldjust be the sales department it just could be. Marketing could be both couldbe customer service, I useing it for support tickets and so on, and so theyall touch in the system, as you say, as a collaborative tool, but thedepartment that's responsible for the integrity, okay would be the itdepartment because they're the ones that would also be performing anytraining sessions that would need to take place when the software bendercomes out with the new features and things like that. So they're really thepoint people Kay to the usage, if you will, because you know that's key rightthere, but but you're right, all the...

...other departments do have input into it.But you got to have a point person to where it all comes together and it'susually the IK people make sense that makes sense. Okay, and what about thefrequency? How often do you need to do? It was wats the ISL best practiciontime of doing it on six months basis, twelve months eighteenthreas. What whatD you See? IMEAN appreciate, you will probably depend on the industry. You Ieand I'll fast contact can move in your industry, EXCEPTRAC Cetra, but is thebest practicean in term of hour. Oftan is should be that so typically, andwhat I usually say is you would probably have maybe lovely meetings,okay to go over the usage compliance. If you will to see you know how people,how often they're putting it in and and whether they're putting it improperly,I would say that you would probably have quarterly meetings to meet withyour crm, bender to say: Hey, look, we've gone over how our requirementshave changed over time and we want to make these changes with you, Mr CrmVendor, and you know, have a back and forth with you, so you haven' been soso. Basically, it's cordely meetings for outside meetings with the CRMbender in monthly meetings internally to discuss compliance. Okay, that Ithink that makes perfect, and it sounds like a very good cadens and my lastquestion for you, Charlie, is about how to improve the CR musage shoul. I say Ibelieve you wrote a block post on that topic. It would be great if yo can shutsome tips with auidience on that. Well, I believe the user adoption rateis probably the most single most important thing that affects howsuccessful a software diploment is not just say or Rom. Any software crm canhave the best features with the latest technology that, if hardley anyone'susing it and it's not being used...

...properly than it's money wasted, so thebest way to improve a crm usage at first off ice, applying the properfoundation, which means employing an implementation methodology des going toFaser more employ usage. I'm sure you've heard of the carrot and stickapproach. In most cases both should be used, but it's going to depend on theculture of the company. You know less disciplined environment are going torequire more of a stip and the most effective stick is an executive edictthat everyone must use the software. If there needs to be a culture adjustment,then that's the time to do it, not after the implementation, but even moreimportant is the use of t the carrot in the methodology. As you know, it'shuman nature to resist change so to reverse this, the user. The system mustfeel like they get more outof the system than what they're putting it.It's important that they're directly involved when the software is beingconfigured you know so that the data requirements in their prochesies ofbeing incorporate a good way to achieve this is to have the Software Bento meetwith them review with the BEYAND. The life is for each type of user, and thenyou know once there's user input into the software they're going to recognizeit as the system they built and they will take ownership of it. I alsoanother care is the game ification that I mentioned earlier, which can be builtinto the Software Front? You know and displayed in Wich it's on a dashbortequally as important as the Implementation Foundation is theongoing education and monitoring his need. Let's face it, the themarketplaceis dynamic never stay static. In neither way you business model, thethe environment that was created during the initial imflomentation will have toconstantly be monitored and modified Y. U N W to reflect the changes in thebusiness. If that doesn't happen, Yo then the software is going to becomeirrelevant and because of all the efficiencies built into the applicationduring the applimetation that made it...

...tream wide will then become diminishedover time and imputting into the crm becomes more ature and e people aren'tgoing to start to use it as much so the keyto to making sure that the softwareremains relevant is the first findest, as I said before, find seearamvenderwho's going to stay constantly, engage with you to make sure those changes aremade without breaking the fat and then tie to that should be Continu andeducation program that includes training sessions as new featuresbecome available and then, as I stated earlier, you should have thosequarterly meetings with the vendor to discuss how you, how if yourrequirement to Changand then incorporate those changes and then, ofcourse, those internal meeding, fair usage, compliance yeah. If none ofthose are deployed, thies going to be a slow erosion of usage to the pointwhere the executive decision to Bein negatively affected- and frankly that'snot a meeting- I want O it turnd. So absolutely not the situation. You wantto be well Charlie. I want to thank you for your time today. I think it beenvery useful and- and I think, some of the tips and the proception anddivision that you gave us kind of challenge some of theas that I had aswell. We should a quite like about our conversation now. If anyone wants toengage with you Lon more about clear CITU, your company. What's the best wayto connect with you? Well wher you can you can go onto our website at ww,Clarccom and connectwith us through our contact US page or simply call us atnine eventwo, three zero, four, seventy one hundred and we have sales agents,will undable to assist you an so that's how you would reach us and again,thanks for having me on the show to day appreciate it well county many thingsfor your Tami was great ofiny under show. Today, operatics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and...

...managing insize sales teams in househas existed for many years. Companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales see Ow operatics can help your company accelerate pipelineat operatics. Dot Net you've been listening to be to be revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

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