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 revenue acceleration, a podcast dedicated to helping software executives stay on the cutting edge of sales and marketing in their industry. Let's get into the show. Hi, you welcome to be to be, a rever new acceleration. My name is Amotier and I'm here today with Charlie Spinas from CSC to. Are You doing today? Showny, Oh, I'm great. Right, thanks for invited me. I'm excited to be here. It's pleasure. So today we will be discussing the importance of data quality within CRM systems. But first and before we get 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 past ten years at CLEARC too. Before that, I worked many years in the telecommunications industry and sales and product management for transmission optical networker product and I've learned to leverage that experience on my current position. As far as CLEARC to, it's a privately health company. We've been around for twenty five years, begin in one thousand nine hundred and ninety three. So we have a lot of experience in the crm industry as well as sustainability. Our headquarters is located in the Dallas Texas area. It's where we develop, sell, implement, train and support our products directly. But that means is we don't have any partners that we're going to pass you off to and we don't have outsource any part of 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 talk about Crm, and Crm is always your best friend or monster, depending on who we engage with and which company will engage with. But we all know that a crm system is just as good as the data that is in the system, and I'll use able that data is. We know that it's a fantastic tool to give over all view of what's happening from a set spipeline management 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 them are not really good at keeping crm up to date. Is that because they don't want to declare pipeline or they don't want to give visibility to dam management on the jail they're walking on, or maybe just because they don't like the admint ask of thing. They don't have the time. What have you seen as a successful technique to make sure that companies keep their crm systems up to date and get the most out of it? Well, you are correct about sales people generally have an issues with keeping the crum up to day because many of them frankly viewed as being stuck with doing the menial task of input data their potentially takes them away from being with their customers. So to into your question, 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 and it can be an effective way to motivate employees, especially sales people, to pursue data integrity. It basically makes it a fun and friendly contest where participants can get rewarded for reaching company set goals. One of the by products are gamification is that it gets employees engaged and you are actual studies out there by Gallop. That says engaged workers, but twenty one percent more productive than unengaged workers. So Ray. Getting back to your question, when you said that some salespeople don't wanted to clear a pipeline, a way to combat that with to have a contest see how many sales opportunities can be entered into see our per month and have a monetary award attached to the winner. And because of this task, that will once considered not beneficial to salesperson and now anticipated by them. 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 adding some incentives on the glaring pipeline? Is it's about incentive in time of daytown three. I'll do you actually make it up. And because all those on the 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 the needle, 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 end up in the middle it would be my question. Or what have you seen in practice? Okay, essentially, sales people there rewarded monetarily whether they used the crm and not using the say rum, by getting sales right, they enter it into a pipeline. Now, according to your question, and I agree with it, some people, sales people, hold back on their pipeline and yo the gamification, if they're in a contest to say hey, the more you input into the crm for your pipeline, we're going to reward you even more than just getting revenue from your sales. And so they're are enticed to input all of their opportunities into their pipeline because they're going to get an additional ward, okay, for imputting it into the CRM. And how you measure 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's also a pride factor that everyone is looking at it in seeing all the results on 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 very close to it, we know that that are cleansing and that a segmentation are quite 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 of the data. The most segment in the data, the better your marketing compaing output will be, because you will be able to contact people without bounce as well as if you segment when you should have a message. It is quite dedicated, if not tailored to a smaller group of people, which in redomb shouldn't increase the response rate. And and but that's also lead to SARM system having data it is not very accurate. Can you please show his audience why this is such an important task, that that are cleansing, Theta segmentation and why you shouldn't be overlooked? Yes, right, you bring up a subject that sometimes gets lost and the weeds until it's to a becomes a real pain point and then the work needed to correct it becomes, you know, a real combersome. So, to begin with, your data should always be addressed when you're deploy and new software. You need to start with a new slave. You need to ensure that you have data integrity, and that's really an umbrella term that includes things like data accuracy, sustency, validation, completeness, uniformly, those kind of things. Some examples are, as you were saying. Have a duplicates in your database, you know, bad email addresses, incorrectly formatted phone numbers, to name a few. If you don't address them in your system, they can recav it. For instance, if the email addresses are inconsistent, the company will suffer the cost of resenting the email or even losing customers. You can then further compound matters by not segment in your data, like you are saying. Proper data segmentation is simply, you know, taking your data filtering it so that it can be used more efficiently within marketing and in operations. It's making sure your message gets out to people who are going to buy your product. If it's not done properly, it can 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 that data. If the data is bad, the strategic decisions could be reporting potential and correct revenue streams to stockholders. You know, calculate and factory capacity planning generated from corrupt data, it may be providing incorrect product mixed to building the factory because you have inaccurate forecast. In these cases, you see, R M system could become counter productive if the corrupt date is not cleansed so administratively and consistent data, you know, can potentially lead to fault conclusions and, you know, bad and best smiths on the business world. Incorrect data can be pretty costly. But fortunately, as you stated, you can head off some of these subtasters by doing some data cleansing and scrubbing, which can be done annually by slowly coming through multiple spreadsheets looking for errors, or, you know, can be done faster more efficiently to the use of software tools. Again, you know, the best time to do this is during new implementation software, 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 we talking about situation we find ourselves in conversation with clients where we dodge this topics and 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 really shies good from your experience. Who is so appreciate that you could be done manually or I could be done true software, but who is the individual? Always the function within the company that should be responsible to actually go through that, that cleansing and the DEATA segmentation.

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

...the data. So one a campaign goes through and the lead is created, they can then follow it through and see the contribution to pipeline, the contribution to cells. Cells. will use a CRM system most of the time to control pipeline forecasts, look at what we've got, what we need to be and then every way the performance between different cells, rep cells, region, products, etc. Etc. Management, as you mentioned early on, is that over look? We want to see 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. We need to be able to focus, is of our self, of our board of 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 of all those function but there is so many people touching the crm system. You know, it's not like a just a financial system where you've got finance people just working on it because it's a collaborative tool between function I was wondering if the it department can really do it on their own or if the other function can actually support them in doing a better job when it comes to cleansing and segmenting. Okay, so the common denominator and everything that you just said is the it department, because you're right, there are many different silos in the business 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, could be both, could be customer service, I using it for support, tickets and 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 also be performing any training sessions that would need to take place when the software bender comes out with the new features and things like that. So they're really the point people, okay, to the usage if you will, because you know that's key right there. But but you're...

...right, all the other departments do have input into it, but you get to have a point person to where it all comes together and it's usually the IQ people. Makes Sense. That makes sense, okay. And what about the frequency? How often do you need to do it? Was the is all best practician time of doing it on six months bases, twelve months, eighteen s rails. What what do you see? I mean, I appreciate you will probably depend on the Industry Ali and I'll first contact. Can move in your industry excit like EC but he'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 putting it in properly. I would say that you would probably have quarterly meetings to meet 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 changes with you, Mr Crm vender, and you know, have it back and forth with you. So you I'm bender. So. So basically it's quarterly meetings for outside, meeting to it the CRM bender in monthly meetings internally to discuss compliance. Okay that I think that makes puffix and it sounds like a very good cadence. And My last question for your Charney is about how to improve the crm usage. Should I say? I believe you wrote a block posts on that topic and it would be great if you can just some tips with all audience on that. Well, I believe the user adoption rate is probably 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 speeches with the latest technology, but if hardly anyone's using it and it's not being used properly, then it's money wasted.

So the best way to improvacy RM usage first off is applying the proper foundation, which means employing and implementation methodology that's kind of foster more employee usage. I'm sure you've heard of the carrot and stick approach and in most cases both should be used, but it's going to 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 stick is an executive edict that everyone must use the software. If it needs to be a culture adjustment, then that's the time to do it, not after the implementation. But even more important is the use of the carrot in the methodology. As you know, it's human nature to resist change. So to reverse this, the user of the system must feel like they're getting more either system than what they're putting it. It's important that they're directly involved when the software 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 meet with them, review with the day and the life is for each type of user, 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 take ownership of it. Also, another carrot is the gamification that I mentioned earlier, which can be built into the software up front, you know, and displayed in which it's on a dashboard. Equally as important as the Implementation Foundation is the ongoing education and monitoring is need. Let's face it, the the market places dynamic, never stay static in either way. Your Business Model, the the environment that was created during the initial implementation will have to constantly be monitored 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 built into the application during the implementation that made...

...it streamline will then become diminished over time and inputting into the crm becomes more overture and then people aren't going to start to use it as much. So the key to making sure that the software remains relevant is the first find us, as I said before. So find the crm bender who's going to stay constantly engage with you to make sure those changes are made without breaking the bay. And then tie to that should be continue and education program that includes training sessions as new features become available. And then, as a stated earlier, you should have those quarterly meetings with the vendor to discuss how, Yo, how and if your requirements are changing, then incorporate those changes. And then, of course, those internal meetings for usage compliance. Yeah, if none of those are deployed, is going to be a slow erosion of usage to the point where the executive decisions of being 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 thank you for your time today. I think it's been very useful and and I think some of of the tips and pustuption and the vision that you gave us kind of challenge some of theays that they add as well. Wish, I quite like about all conversation now, if anyone's wants to engage with you or a lot more about CLEARC to your company. Was the best way to connect with you? Well, where you can. You can go on to our website at www dot clear SCOM and connect with us through our contact US page or simply call. Is that nine hundred and seventy two, three and two four 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 having me on the show today. Appreciate it. What jotting minisings for your time. You was great having on the show today. operatics has redefined the meaning of revenue generation for technology companies worldwide. While the traditional concepts of building and managing inside sales teams inhouse has existed for...

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

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