A CRM database is the main hub of all your company’s customer and prospect data. It gives marketing and sales teams a single source of information, making it easier to manage, organize and utilize information to create ideal customer experiences.

A good CRM will also provide a deep understanding of a client’s interests and purchasing habits. This enables marketing and sales to send out messages that are more specific and increase conversions.

However the CRM is only as good as the quality of its information. It is difficult for employees to locate the information they need when a database is not organized dirty, messy, or includes outdated, incorrect or obsolete information. In the ideal scenario, a CRM should incorporate tools to decrease the likelihood of dirty data. This is why it is important to automate as much of the entry process as you can to minimize errors caused by human intervention. Regular audits of data can be beneficial.

The structure and training of the users can also influence the quality of the CRM data base. Your team needs to be able to utilize the database effectively, regardless of regardless of whether it’s a spreadsheet-based platform or a more sophisticated CRM such as Pipedrive. Ideally, your CRM will come with a training learn this here now program that teaches your team how to make the most of the tool for your company’s needs and sales lifecycle. For instance, if you manage an online store you can provide your team with access to the Pipedrive Academy for tutorials and demonstrations.