Most organizations use CRM platforms as the central home for customer data. But when not properly organized and maintained, such bulk data can end up being a bane instead of a boon. A robust Data Operations process — encompassing data hygiene, enrichment, and deduplication — is what keeps CRM functionality intact.
Having a solid foundation on Data Operations via your CRM can make the difference between winging it and winning it, particularly for B2B companies seeking competitive advantage through personalized experiences.
Why is Data Operations necessary?
Over 86% of CRM users depend on CRM data for sales forecasting. Consider a Head of Sales whose team's inaccurate CRM data led to millions in over-forecasting, causing budget inflation and missed revenue targets. As the Head of Sales put it: if data goes wrong, everything else built on top will tumble.
GTM team members rely on CRM data daily for follow-ups, campaign reporting, sales forecasts, and revenue projections. That's why data operations isn't optional — it's foundational.
Data Operations with respect to CRM
CRM data operations covers all the processes that keep the data in your CRM accurate, complete, and useful. It includes several distinct types of work, each addressing a different kind of data problem.
Types of Data Operations
Data Enrichment
Data enrichment involves adding new and supplemental details to existing datasets to help your GTM teams make better decisions. Examples include acquiring missing contact information or firmographic data. A 2022 Forbes survey revealed that over 66% of customers want brands to address their unique needs and expectations when selling a product or service.
Enrichment becomes challenging as data volume scales, which can lead to overwriting and duplicates — which is why it should always be paired with cleansing.
Data Cleansing
Data cleansing (also called "data scrubbing") involves removing inaccurate, irrelevant, or outdated data from your CRM systems. It corrects errors and inconsistencies while eliminating duplicates.
Difference between Data Cleansing and Data Enrichment
Data cleansing rectifies errors and reduces duplication, while enrichment enhances cleansed data with valuable information. Together, they maintain healthy databases. The order matters: cleanse first, then enrich.
Data Hygiene
Gartner research indicates dirty data is costing companies up to $15 million per year in losses. Data hygiene encompasses two components: establishing validation rules that prevent incorrect entries, and implementing regular processes that address existing dirty data.
Best practices include:
- Establishing data formatting standards company-wide
- Regular CRM reviews and removal of consistently blank fields
- Real-time updates, since between 30% to 70% of people reportedly change their contact details every year
- Eliminating departmental data silos, particularly between sales and marketing
Data Duplication
Duplication occurs when data appears in multiple locations. CRMs often treat email as the unique identifier, but contacts with multiple emails get duplicated. Deduplication involves scanning for duplicates and merging records to maintain accuracy.
Tools for a Comprehensive CRM Data Operations Stack
CRM
Platforms like HubSpot and Salesforce serve as the centralized home for all customer data. Your CRM is the system of record everything else feeds into.
Data Sources
Tools like ZoomInfo, Apollo.io, and RocketReach provide external prospect information to enrich your CRM records with firmographic data, contact details, and intent signals.
Automations and Integrations
Solutions like Zapier and purpose-built integrations enable seamless data flow across your stack. A good HubSpot-Slack and Microsoft Teams integration is one example: keeping your team updated on CRM activity without requiring them to qualify inbound leads manually.
Conclusion
CRM data operations isn't a one-time project. It's an ongoing discipline that determines whether your GTM teams are working from a foundation of truth or a pile of guesswork. Build the right stack, establish the right standards, and your CRM becomes a genuine competitive asset instead of a source of noise.