Revenue Data Orchestration: Clean CRM as a Revenue Growth Leveler

barista editorial board

March 15, 2023 / 3 Min Read

As a revenue operations leader, you know that accurate data is critical to driving revenue growth. You also know that data quality is an ongoing challenge that requires constant attention. That’s where revenue data orchestration comes in. By orchestrating your revenue data, you can ensure that your CRM data is accurate, up to date, and ready to use to drive revenue growth.

Why Clean CRM Data is Crucial for Revenue Growth

Clean CRM data is essential for revenue growth because it allows you to make data-driven decisions. When your CRM data is accurate, you can analyze it to identify trends and insights that can inform your revenue strategy. For example, you might identify which products are selling the most and adjust your sales strategy accordingly. Or you might identify which customers are most profitable and focus your sales efforts on them.

On the other hand, if your CRM data is inaccurate or incomplete, you risk making decisions based on faulty information. For example, you might invest in a marketing campaign that targets the wrong audience because your CRM data is outdated. Or you might miss out on revenue opportunities because your sales team is not aware of the latest customer trends.

The Challenges of Maintaining CRM Data Up to Date

Maintaining clean CRM data is an ongoing challenge because data changes constantly. Customers move, change jobs, and update their contact information. Products and services evolve. Sales reps come and go. And data can become outdated or duplicated.

  1. Human Error – Data entry errors can lead to inaccurate data, and manual data entry is time-consuming and prone to errors.
  2. Data Decay – Customer data changes regularly, and keeping up with these changes can be challenging, especially for large datasets.
  3. Data Duplication – Duplicate data can lead to confusion, inaccuracies, and wasted resources.
  4. Integration Issues – Integrating data from different sources can be complicated, leading to incomplete or inaccurate data.

Moreover, data quality is not just about accuracy. It’s also about consistency, completeness, and relevance. Consistent data ensures that data is entered in a standard format across the organization. Complete data ensures that all necessary fields are filled out. Relevant data ensures that the data you collect is useful and actionable.

Tips on How to Keep the CRM Clean

Keeping your CRM clean requires a proactive approach. Here are some tips:

  1. Implement a Data Governance Strategy – Establish clear guidelines and processes for managing CRM data, including data entry standards, data quality checks, and data ownership.
  2. Regularly audit your data – Regularly audit your data to identify and correct inaccuracies, inconsistencies, and duplicates. This could be a manual process, or you could use data cleansing tools.
  3. Train your team – Train your team on the importance of data quality and how to enter data correctly. This includes sales reps, marketing, customer service, and anyone else who interacts with customers.
  4. Integrate your data sources – Integrate your data sources to ensure that your CRM is updated in real-time. This includes your website, social media, and any other tools or systems that you use to collect customer data. This can help you overcome the siloed CRM data challenge.
  5. Use Automation Tools – Automate data entry and validation processes to reduce human error and save time.
  6. Invest in Data Cleaning Tools – Use data cleaning tools to identify and merge duplicate data, standardize data formats, and correct errors.

Tips on How to Keep the CRM Clean

The Role of RevOps in Data Orchestration to ensure clean CRM data

RevOps plays a critical role in orchestrating revenue data to drive growth and increase revenue. Here’s how:

  1. Align Sales, Marketing, and Customer Success – RevOps aligns the three revenue-generating departments to ensure they are working together towards common goals.
  2. Manage CRM Data – RevOps manages the CRM data to ensure its accuracy, completeness, and usefulness.
  3. Analyze Data – RevOps uses analytics tools to gain insights into customer behavior, market trends, and revenue performance.
  4. Optimize Processes – RevOps optimizes revenue-related processes to increase efficiency, reduce costs, and drive revenue growth.


Clean CRM data is Not a Privilege

Revenue data orchestration is critical for driving revenue growth and increasing customer satisfaction. High-quality and clean CRM data is essential for making data-driven decisions, but maintaining accurate and up-to-date data is a constant challenge. By implementing a data governance strategy, using automation tools, regularly auditing data