B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 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 were listening to be tob revenueacceleration, a podcast dedicated to helping software executives stay on the cutting edge ofsales and marketing in their industry. Let's get into the show. Hi,you welcome to be to be, a rever new acceleration. My name isAmotier and I'm here today with Charlie Spinas from CSC to. Are You doingtoday? Showny, Oh, I'm great. Right, thanks for invited me.I'm excited to be here. It's pleasure. So today we will bediscussing the importance of data quality within CRM systems. But first and before weget started, can you please tell us a little bit more about yourself,Charlie, as well as your role and your company within CLEARC to? Okay, sure, right. I've been a sales of marketing director for the pastten years at CLEARC too. Before that, I worked many years in the telecommunicationsindustry and sales and product management for transmission optical networker product and I've learnedto leverage that experience on my current position. As far as CLEARC to, it'sa privately health company. We've been around for twenty five years, beginin one thousand nine hundred and ninety three. So we have a lot of experiencein the crm industry as well as sustainability. Our headquarters is located inthe Dallas Texas area. It's where we develop, sell, implement, trainand support our products directly. But that means is we don't have any partnersthat we're going to pass you off to and we don't have outsource any partof our offering. So so that's pretty much what we are at closely too. Okay, thanks for that, Charlie. So we are here about to talkabout Crm, and Crm is always your best friend or monster, dependingon who we engage with and which company will engage with. But we allknow that a crm system is just as good as the data that is inthe system, and I'll use able that data is. We know that it'sa fantastic tool to give over all view of what's happening from a set spipelinemanagement or comping, progression, sends, forecast data, segmentation, etc.Etc. But we also know that sells...

...people sometimes, not all of them. We don't like to make generality, but you know, most of themare not really good at keeping crm up to date. Is that because theydon't want to declare pipeline or they don't want to give visibility to dam managementon the jail they're walking on, or maybe just because they don't like theadmint ask of thing. They don't have the time. What have you seenas a successful technique to make sure that companies keep their crm systems up todate and get the most out of it? Well, you are correct about salespeople generally have an issues with keeping the crum up to day because manyof them frankly viewed as being stuck with doing the menial task of input datatheir potentially takes them away from being with their customers. So to into yourquestion, once successful technique there are a lot of companies are using is gamification. gamification literally taps into the competitive spirit that we all have inside us andit can be an effective way to motivate employees, especially sales people, topursue data integrity. It basically makes it a fun and friendly contest where participantscan get rewarded for reaching company set goals. One of the by products are gamificationis that it gets employees engaged and you are actual studies out there byGallop. That says engaged workers, but twenty one percent more productive than unengagedworkers. So Ray. Getting back to your question, when you said thatsome salespeople don't wanted to clear a pipeline, a way to combat that with tohave a contest see how many sales opportunities can be entered into see ourper month and have a monetary award attached to the winner. And because ofthis task, that will once considered not beneficial to salesperson and now anticipated bythem. But you would expect that they...

...have. I guess maybe they.They are mainly insense, you guys, on what they are closing Vlsius,what they are declaring a spipeline. So what you are saying is it addingsome incentives on the glaring pipeline? Is it's about incentive in time of daytownthree. I'll do you actually make it up. And because all those onthe getting medication, and I appreciate that being a set of spell us,and you want to be Competitiv, you want to be the top of theneedle, balld, but I guess there's two things are going to drive.You can drive quantity or you can drive quality. I'll do. You endup in the middle it would be my question. Or what have you seenin practice? Okay, essentially, sales people there rewarded monetarily whether they usedthe crm and not using the say rum, by getting sales right, they enterit into a pipeline. Now, according to your question, and Iagree with it, some people, sales people, hold back on their pipelineand yo the gamification, 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 they're are enticedto input all of their opportunities into their pipeline because they're going to get anadditional ward, okay, for imputting it into the CRM. And how youmeasure that is usually you create a widget on a dashboard that everyone can see, and it's not only they getting rewarded for putting it in, but there'salso a pride factor that everyone is looking at it in seeing all the resultson everyone's dashboard, and so they're going to want it to imput in,put it into the system. Okay, that makes sense, that's good it. That's a good idea. Something as we should definitely do all sets.So, whatever think about that. On others, out the big at veryclose to it, we know that that are cleansing and that a segmentation arequite time consuming task and often overlooked by...

...company that work with Industy RM system, which is a bit of a shame, because we also at the bet ofthe data. The most segment in the data, the better your marketingcompaing output will be, because you will be able to contact people without bounceas well as if you segment when you should have a message. It isquite dedicated, if not tailored to a smaller group of people, which inredomb shouldn't increase the response rate. And and but that's also lead to SARMsystem having data it is not very accurate. Can you please show his audience whythis is such an important task, that that are cleansing, Theta segmentationand why you shouldn't be overlooked? Yes, right, you bring up a subjectthat sometimes gets lost and the weeds until it's to a becomes a realpain point and then the work needed to correct it becomes, you know,a real combersome. So, to begin with, your data should always beaddressed when you're deploy and new software. You need to start with a newslave. You need to ensure that you have data integrity, and that's reallyan umbrella term that includes things like data accuracy, sustency, validation, completeness, uniformly, those kind of things. Some examples are, as you weresaying. Have a duplicates in your database, you know, bad email addresses,incorrectly formatted phone numbers, to name a few. If you don't addressthem in your system, they can recav it. For instance, if theemail addresses are inconsistent, the company will suffer the cost of resenting the emailor even losing customers. You can then further compound matters by not segment inyour data, like you are saying. Proper data segmentation is simply, youknow, taking your data filtering it so that it can be used more efficientlywithin marketing and in operations. It's making sure your message gets out to peoplewho are going to buy your product. If it's not done properly, itcan negatively affect the delivery of your messaging...

...in your marketing campaigns to your customers. Now, executives also need accurate and complete data in the CRM system,because many of this strategic decisions are based off reports that are generated from thatdata. If the data is bad, the strategic decisions could be reporting potentialand correct revenue streams to stockholders. You know, calculate and factory capacity planninggenerated from corrupt data, it may be providing incorrect product mixed to building thefactory because you have inaccurate forecast. In these cases, you see, RM system could become counter productive if the corrupt date is not cleansed so administrativelyand consistent data, you know, can potentially lead to fault conclusions and,you know, bad and best smiths on the business world. Incorrect data canbe pretty costly. But fortunately, as you stated, you can head offsome of these subtasters by doing some data cleansing and scrubbing, which can bedone annually by slowly coming through multiple spreadsheets looking for errors, or, youknow, can be done faster more efficiently to the use of software tools.Again, you know, the best time to do this is during new implementationsoftware, because you never want to Jil introduce bad data into the system,and then you should also perform maintenance scrubbing off that cleanse date of periodically.Okay, so again I'm gonna ask you a very particular question because it's wetalking about situation we find ourselves in conversation with clients where we dodge this topicsand people saying, yes, we've got lots of data now sharing system,but we've got big question mark around it and we don't prettishize. Not reallyshies good from your experience. Who is so appreciate that you could be donemanually or I could be done true software, but who is the individual? Alwaysthe function within the company that should be responsible to actually go through that, that cleansing and the DEATA segmentation.

Well, I can tie you specificallyis the it department, the IT manager. When we're implementing systems with companies,the first thing we do when we're implementing is we're contact in the itemmanager to see what kind of data they're going to reduced from their back endsystem to import interracrm system, and they're the one specifically responsible for the dataintegrity of their back end system. Where I say backing system, could bea financial system, it could be an EARP system or whatever it's. We'reall the master templates are for all the contacts and companies that they do businesswith, and so they're the ones that are tasked to make sure that there'sdata integrity and those systems before we can import them into our system. Nowwe always tell them they look, we can do it on your end orwe can do it on our end, but it's going to be quicker andcleaner if you do the data cleansing on your end, you know, becauseit's a lot easier that way when it's coming, when you're doing it tothe source system. So the answer your question is the Ike Department of thecompany that we do, okay, and then we will drive the itic departmentin come of the data, the DEATA quantity. Would it be marketing wouldhave been said, because I would expect the at department, where they've gotthe tools and control the tools, to may not be aware on the typeof person, not the type of individual. What's good data. Was Not gooddata. So would you also have an involvement from us, a functionto support them up, to edit them in doing the job? When youask who's driving them, you saying internally in their organization. Yes, Imean in done any organization. So you know, but basically I guess whatI'm going at with those questions is there is a lot of people involve onthe CRM system. Marketing, cells, management. Marketing One's the CRM system, probably because their companies goes through the CRM system. They use the dataand they will probably put source code on...

...the data. So one a campaigngoes through and the lead is created, they can then follow it through andsee the contribution to pipeline, the contribution to cells. Cells. will usea CRM system most of the time to control pipeline forecasts, look at whatwe've got, what we need to be and then every way the performance betweendifferent cells, rep cells, region, products, etc. Etc. Management, as you mentioned early on, is that over look? We want tosee what we've got. We want to see what's working from a marketing perspective, what's working from a self perspective. We want to get performance. Weneed to be able to focus, is of our self, of our boardof director or for the market, depending on the type of company they are. And on Tho side. The eight department is is obviously another lay ofall those function but there is so many people touching the crm system. Youknow, it's not like a just a financial system where you've got finance peoplejust working on it because it's a collaborative tool between function I was wondering ifthe it department can really do it on their own or if the other functioncan actually support them in doing a better job when it comes to cleansing andsegmenting. Okay, so the common denominator and everything that you just said isthe it department, because you're right, there are many different silos in thebusiness that are touching that cram and dependent on how the companies using it,it could just be the sales department, it just could be marketing, couldbe both, could be customer service, I using it for support, ticketsand so on, and so they're all touching the system, as you say, as a collaborative tool. But the department that's responsible for the integrity,okay, would be the IT department, because they're the ones that would alsobe performing any training 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, okay, to the usage if you will, because you knowthat's key right there. But but you're...

...right, all the other departments dohave input into it, but you get to have a point person to whereit all comes together and it's usually the IQ people. Makes Sense. Thatmakes sense, okay. And what about the frequency? How often do youneed to do it? Was the is all best practician time of doing iton six months bases, twelve months, eighteen s rails. What what doyou see? I mean, I appreciate you will probably depend on the IndustryAli and I'll first contact. Can move in your industry excit like EC buthe's all best practicing Indome of our often you should be done so typically,and what I usually say is you would probably have maybe monthly meetings, okay, to go over the usage clients, if you will, to see,you know, how people how often they're putting it in and whether they're puttingit in properly. I would say that you would probably have quarterly meetings tomeet with your crm bender to say hey, look, we've gone over that,how our requirements have changed over time and we want to make these changeswith you, Mr Crm vender, and you know, have it back andforth with you. So you I'm bender. So. So basically it's quarterly meetingsfor outside, meeting to it the CRM bender in monthly meetings internally todiscuss compliance. Okay that I think that makes puffix and it sounds like avery good cadence. And My last question for your Charney is about how toimprove the crm usage. Should I say? I believe you wrote a block postson that topic and it would be great if you can just some tipswith all audience on that. Well, I believe the user adoption rate isprobably the most single most important thing that affects how successful as software deployment is. Not just say RM, any software at CRM can have the best speecheswith the latest technology, but if hardly anyone's using it and it's not beingused properly, then it's money wasted.

So the best way to improvacy RMusage first off is applying the proper foundation, which means employing and implementation methodology that'skind of foster more employee usage. I'm sure you've heard of the carrotand stick approach and in most cases both should be used, but it's goingto depend on the culture of the company. You know, less discipline environment,we're going to require more of a stick, and the most effective stickis an executive edict that everyone must use the software. If it needs tobe a culture adjustment, then that's the time to do it, not afterthe implementation. But even more important is the use of the carrot in themethodology. As you know, it's human nature to resist change. So toreverse this, the user of the system must feel like they're getting more eithersystem than what they're putting it. It's important that they're directly involved when thesoftware is being configured so that the data requirements in their processes are being incorporated. A good way to achieve this is to have the software been to meetwith them, review with the day and the life is for each type ofuser, and then you know, once there's user and put into the software, they're going to recognize it as the system they built and they will takeownership of it. Also, another carrot is the gamification that I mentioned earlier, which can be built into the software up front, you know, anddisplayed in which it's on a dashboard. Equally as important as the Implementation Foundationis the ongoing education and monitoring is need. Let's face it, the the marketplaces dynamic, never stay static in either way. Your Business Model,the the environment that was created during the initial implementation will have to constantly bemonitored and modified to reflect the changes in the business. If that doesn't happen, then the software is going to become irrelevant and because all the efficiencies builtinto the application during the implementation that made...

...it streamline will then become diminished overtime and inputting into the crm becomes more overture and then people aren't going tostart to use it as much. So the key to making sure that thesoftware remains relevant is the first find us, as I said before. So findthe crm bender who's going to stay constantly engage with you to make surethose changes are made without breaking the bay. And then tie to that should becontinue and education program that includes training sessions as new features become available.And then, as a stated earlier, you should have those quarterly meetings withthe vendor to discuss how, Yo, how and if your requirements are changing, then incorporate those changes. And then, of course, those internal meetings forusage compliance. Yeah, if none of those are deployed, is goingto be a slow erosion of usage to the point where the executive decisions ofbeing negatively affected and frankly, that's not a meeting I want to attend.So absolutely another situation. You want to be well Charti I want to thankyou for your time today. I think it's been very useful and and Ithink some of of the tips and pustuption and the vision that you gave uskind of challenge some of theays that they add as well. Wish, Iquite like about all conversation now, if anyone's wants to engage with you ora lot more about CLEARC to your company. Was the best way to connect withyou? Well, where you can. You can go on to our websiteat www dot clear SCOM and connect with us through our contact US pageor simply call. Is that nine hundred and seventy two, three and twofour seventy one hundred. We have sales agents will be able to assist you, and so that's how you would reach this and again, thanks for havingme on the show today. Appreciate it. What jotting minisings for your time.You was great having on the show today. operatics has redefined the meaningof revenue generation for technology companies worldwide. While the traditional concepts of building andmanaging inside sales teams inhouse has existed for...

...many years, companies are struggling witha lack of focus, agility and scale required in today's fast and complex worldof enterprise technology sales. See How operatics can help your company accelerate pipeline atoperatics dotnet. You've been listening to be tob revenue acceleration. To ensure thatyou never miss an episode, subscribe to the show in your favorite podcast player. Thank you so much for listening. Until next time,.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (120)