How to orchestrate siloed CRM data to support your revenue operations

barista editorial board

March 28, 2023 / 4 Min Read

In this blog post, we’ll discuss the importance of orchestrating siloed revenue data for RevOps and how it can support sales and customer processes. We’ll cover why siloed data could be harmful, especially when it comes to duplications. We’ll also provide a practical guide for RevOps professionals. 


Why siloed CRM data is a crucial challenge


Data silos are a challenge that many organizations face when it comes to business growth. Even though most organizations have data that they could leverage to make effective revenue decisions, this data often gets stuck in different systems that don’t communicate with each other. Fragmented data sets hinder opportunities to provide an exceptional customer experience, prioritize accurately, and effectively engage with buyers.

To address this issue, CRM data orchestration is coordinating the acquisition, cleaning, matching, and enriching of data to make it accessible across the tech stack. It supports capturing data from several sources, unified in a centralized system. This system organizes the data, keeping it ready for use by revenue professionals.


Why you should orchestrate siloed CRM data


Data orchestration serves as the next generation of RevOps, serving as an umbrella function to connect marketing, sales, customer success, and finance. Data orchestration ultimately creates an end-to-end experience for buyers and a unified funnel view for sellers. It also helps prevent CRM data leakage which is a crucail growth challenge for every RevOps put there.

The growing significance of data orchestration in business operations signifies the rise of problems most organizations currently face. Increased tools in recent years have exposed a lack of integration and serious system complexity.

As such, data orchestration opens up multiple possibilities to streamline RevOps by unifying siloed data, uncovering hidden insights, aligning cross-functional teams, driving data-backed decisions, and ensuring scalability.


Quick tips to overcome siloed CRM data challenge


Here are some quick tips that will help you  navigate the risks of siloed data with a data orchestration strategy, we recommend the following lessons:


Tip 1: Standardize your CRM data


Standardizing your CRM data involves ensuring that all information entered into the CRM follows a set format. This can include everything from the spelling of company names to the way phone numbers are formatted. By standardizing your data, you’ll be able to easily search and sort through it, saving you time and making it easier to spot trends.


Tip 2: Regularly clean your CRM data


Cleaning your CRM data means regularly checking for errors, duplicates, and outdated information. Not only will this help you maintain the accuracy of your data, but it can also save you time and money in the long run. For example, by identifying and removing duplicate contacts, you can prevent wasted resources on marketing and sales efforts targeting the same person twice.


Tip 3: Integrate data sources to reduce silos


Siloed data can be harmful to RevOps because it can lead to CRM duplications. By integrating data sources, such as your marketing automation platform and your CRM, you can reduce silos and ensure that your data is up-to-date and accurate. This integration can also help you better understand your customer journey, which can inform your sales and marketing strategies.


Tip 4: Train your team on CRM data best practices


Your team’s understanding of CRM data best practices can have a significant impact on the quality and accuracy of your data. Consider providing training on how to properly enter data into the CRM, how to clean and deduplicate data, and how to use the data to inform sales and marketing efforts.


Tip 5: Use automation to streamline data management


Automation can be a game-changer when it comes to managing CRM data. By automating tasks such as data entry, data cleaning, and data integration, you can save time and reduce the risk of human error. Automation can also help you stay on top of your data management tasks, ensuring that your data remains accurate and up-to-date.


How siloed CRM data create duplications and how to prevent them


CRM duplications are a common problem that can be caused by siloed data. When data is siloed, it’s not uncommon for multiple teams within a company to enter the same customer or company information into different systems, creating duplications in the CRM. These duplications can be harmful to RevOps because they can lead to wasted resources on marketing and sales efforts, as well as inaccurate reporting and forecasting.

To prevent CRM duplications, it’s important to break down silos and integrate your data sources. This can involve connecting your marketing automation platform to your CRM, as well as encouraging your teams to work together and share information. By taking these steps, you can ensure that your CRM data remains accurate and up-to-date, allowing you to make informed decisions that drive revenue growth.


Don’t leave your CRM data to chance


Managing CRM data is critical for RevOps professionals, and there are several key tips to keep in mind. By standardizing and cleaning your data, integrating data sources, training your team, and using automation, you can maintain the accuracy and quality of your CRM data. Additionally, by breaking down silos and preventing CRM duplications, you can ensure that your data is reliable and actionable.