The Importance of Database and CRM Management

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A CRM database is the central source of all your company’s prospect and customer information. It gives marketing and sales teams a single source of information, making it easier to manage, organize and use information in order to create perfect customer experiences.

A CRM can offer greater insight into the customer’s buying habits and interests. This enables marketing and sales to send messages that are more targeted, increasing conversions.

A CRM is only good in the form of its data. If the database is messy or poorly organized, or contains incorrect or outdated information, it can be difficult for employees to locate what they require. A CRM should incorporate tools to decrease the chance of having dirty data. This includes automating as much of the entry process as it is possible to minimize errors caused by human intervention. Conducting regular audits of data could also be helpful.

The quality of a CRM database is also influenced by the structure and training of its users. Your team should be able to operate the database correctly, whether they are using a spreadsheet-based platform or a sophisticated CRM such as Pipedrive. The CRM should come with the ability to train your employees how to utilize the tool in line with your company’s needs and sales cycle. If you own an online store, for example, you can give your employees access Pipedrive Academy, which offers tutorials and demonstrations.