The Importance of Database and CRM Management

A CRM database is the principal source of all your company’s customer and prospect information. It provides sales and marketing teams a single source of truth, which makes it easier to manage, organize and use information to provide the best customer experience.

A CRM will give you a more insight into the client’s purchasing habits and their interests. This allows marketing and sales to send targeted messages that improve conversions.

However CRMs are only as good as the quality of its data. If a database is messy, poorly organized, or contains outdated or incorrect information, it can be difficult for employees to find what they require. The ideal CRM will have tools that minimize the risk of data that is dirty. Automating as much of the data entry process will help to reduce mistakes that result from human error. Regular data audits are beneficial.

The quality of the CRM database is also affected by the education and directory structure of its users. No matter if your team is using a simple spreadsheet or an advanced CRM platform like Pipedrive it is essential that they be able to use the database properly. The ideal CRM will come with a training program which teaches your employees how to optimize the software for your business requirements and the sales cycle. For example, if you run an e-commerce store, you could provide your staff with access to the Pipedrive Academy for tutorials and demonstrations.