Without a doubt, one of the main challenges that digital transformation brought with it was the need for better data hygiene. It makes sense: data hygiene opens the door to developing strategies that drive not only the creation of more accurate reports, but the correct execution of best sales practices and the development of more accurate forecasts.
Even so, when it comes to having better and better data, that is: up-to-date data, without duplicates and within a single reference source, Easier said than done.
Today, many companies spend too much time manually entering data into their CRM. This, of course, leads to errors and prevents your teams from spending valuable time developing their activities. Imagine your sales team, for example, spending a considerable number of hours per month manually entering data into your tools. It doesn’t sound very encouraging, especially when at least 30% of sales-related activities could be automated.
Teams in any organization – marketing, sales, service, or revenue management – shouldn’t accumulate spreadsheets that are manually updated, create decentralized reports, or collect data in disparate ways. This represents a waste of time. Rather, they should dedicate their efforts to making decisions based on reliable reports to support the growth of the company.
In this context, a CRM platform that does not serve as a sole reference source represents a risk for any organization. In the same way, half-automation processes, reports with inaccurate data and data silos do not contribute to the correct operation of the company, since decisions are made based on imprecise data.
Unify your data systems and eliminate friction between processes
As companies transform, systems that worked very well for a small organization begin to fail. In rare cases it is a total or catastrophic failure. However, each team develops its own, more complex processes, data is isolated and efficiency decreases to a certain extent, in such a way that what worked very well before, today is a cause of problems.
To develop alongside the business, operations teams need solutions that engage them in that growth from the start. That solution is a CRM, of course.
Whether you’re part of a central revenue management team or operating for a single department, you need unified processes and tools that connect applications, organize customer data, and automate business processes. This will allow you to have an efficient, aligned and flexible organization. And consequently a world-class customer experience.
Take revenue management teams, for example: With a unified system, the revenue management team can align itself around reliable numbers and predict revenue more effectively. Implementing an operations strategy and breaking down information silos can generate results that are more consistent with the business objective.
But how do you know which solution is the right one? Or where to start? One of the critical components that any operations and revenue management solution must have is undoubtedly the ability to eliminate friction in processes.
How do we reduce friction in processes? One of the simplest ways is through data synchronization, which is one of the axes that simplifies the joint operation of different systems.
Most companies store data in various tools, and if these do not communicate with each other, the data is isolated, forming silos or closed compartments to which only some people in strategic positions of the company have access. In terms of security, this may sound very good, but it is detrimental to the operation of a company, due to the friction that it produces between processes and areas when looking for the circulation of said data.
With bidirectional and real-time synchronization strategies, data can always be synchronized in your CRM, ensuring continuous access to accurate and up-to-date information.
With HubSpot’s data integration solutions it is very easy to completely eliminate friction in your business processes, since it allows the connection between applications thanks to its technological ecosystem; also allows databases are in sync all the time; And, last but not least, the synchronization options are completely customizable.
So why your business data can go from one place to another without any friction caused by a process, it is important that you develop automation strategies that allow you to consult the data in real time.
In this way, your decisions will no longer depend on potentially outdated data. To ensure that your data is automatically updated in your single reference source (your CRM), it is best to change the way you treat the data.
Data hygiene is a priority for your company
Data quality is not only related to technology: to a large extent, the cleanliness or hygiene of the databases guarantees this quality. This consists of the cleaning measures, maintenance and continuous review of the databases, which are the IT assets of your company.
Some advantages of data hygiene are:
- Guarantees the company’s investment in technology: By having accurate and up-to-date data, you have a greater margin for an optimal return on investment. Keep in mind that it will cost you $ 1 to clean a record when it has just been entered into your CRM; $ 10 to clean it afterwards and $ 100 to do nothing (since you will have lost income).
- Optimize the resources of each department: give your marketing, sales, service and other operations teams all the information they need to provide the best experience and achieve the highest productivity.
- Reduces the times of commercial processes: For example, your agents won’t have to repeatedly verify data, allowing them to resolve for more customers, help them close a deal, or give them a more personalized service.
- Boost decision processes in the company: your directors and directors, managers and more decision makers will have the basis of accurate information to guide the course of the business.
On the contrary, if a company cannot guarantee the quality of the data, the teams cannot have visibility or access to the statistics of the activity carried out by the collaborators for subsequent decision-making, risk analysis and improvement measures.
What we mean is that it is not enough to invest in the appropriate technology for your company in order to create a single reference source that allows data connectivity for each operational area of your company. After that, the most important thing is to take care of the hygiene of your data as a business priority.
The automation and two-way synchronization of data eliminates the manual entry of information by your team members, which gives them more time to develop their tasks and allows you, as a business leader, to reduce operating costs and the risks of having inaccurate reports or information silos. For this it is vital to be certain about the way in which the CRM is integrated with the other tools.
HubSpot Operations Software is ideal for keeping track of your daily activities with the advantage that it allows you to synchronize contact data and automate business processes with ease. In this way, each of your company’s teams will stay aligned through an organized and connected data source, while as a corporate they will adapt to the constantly changing needs of the audience.
It includes data synchronization, the automation of data processing and the customization of the fields associated with all the commercial information of your leads and clients. These options actively promote data hygiene, and allow each company to personalize the information necessary to optimize their business processes.