?Right, People. Let?s blast out that mail campaign we?ve been planning for so long.?
It?s time to put your trusty CRM software to work; to let it earn its keep. You run a search of people and companies you want to target.
You soon realize something?s wrong when your list is far smaller than anticipated. A quick check reveals many profiles/categories have not been filled in, impacting your search results. Further inspection shows numerous records are incorrect; others are riddled with typos. And that?s just for starters.
With a sinking feeling, you realize that last push isn?t going to happen in a hurry.
Time for some Damage Control or Preventative Maintenance.
Fortunately one of the most common reasons cited for the high failure rate of CRM systeems - poor data quality - is also one of the easiest to avoid.
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