Dirty databases aren’t the problem

January 17, 2018 Andrew Hsieh

Dirty databases aren't the problem. Learn to live with a dirty database in our webinar.

What if I told you it wasn’t about cleaning your dirty database—but about living with your dirty database?

Hang on. I’m not saying you should live with your dirty database the same way you might live with an annoying roommate. Or that you should ignore it. (Kind of hard to.)

I’m saying there are ways around it. Because everyone has a dirty database. And that means the organization that deals with it better is the one that succeeds.

That’s why next Thursday, at 10 AM PST / 1 PM EST, we’re having our first webinar of the year. Craig Rosenberg at TOPO and Brett Rogers at LeanData will talk about what “dealing with your dirty database” means …

… and why it doesn’t involve cleaning.

You can grab your seat here. But in the meantime, let’s make like wallpaper and provide some background.

What is a dirty database?

A dirty database refers to records that have become outdated or flat-out wrong. This happens for a variety of reasons, but a dirty database commonly includes:

    • Duplicate records. Leads that already exist as contacts, or companies that exist as two different names, like GE vs. General Electric.
    • Incomplete or outdated data. For example, people move from company to company, and it’s hard to keep track of them.
    • Non-standardized names. Is that lead Harrison Williams Jr. or Harrison Williams? Or Harry Williams? Are they even the same people?

If your inbound team has non-standardized forms or event scanners that capture different information, you’re bound to add to your dirty database.

And with all those LinkedIn Sales Navigator or event attendance lists your outbound team uploads, a dirty database’s a bygone conclusion.

How much does my dirty database cost me?

According to ebizQ, corporate data grows at 40% a year, and 20% of the average database is dirty. Plus, each dirty record could cost you $100, Sirius Decisions report, whether it’s from mailing collateral to the wrong addresses or paying unnecessary maintenance and server fees.

And those are just the numbers. Think about the sales reps dealing with dupes instead of calling prospects, or the nurture campaigns that miss leads because of bad e-mail addresses.

After all, you invest a lot in your sales and marketing campaigns. They should at least get to the right people.

What’s the solution?

Well, you could clean your dirty database, but dirty data’s a symptom of a systemic issue. Better sales training could get your reps on board with your finicky Salesforce instance, but that’s a Band-Aid too.

It’s time to face the music: a dirty database is a moving target that you can’t hit once and for all. It’s not about cleaning the dirty database, but automating routine tasks, whether it’s lead routing, account matching or marketing attribution.

How do we do that? You’ll see next Thursday, when Craig and Brett hold their webinar, “Why Cleaning Your CRM Won’t Work – New Revelations on Dirty Databases.”

Get yourself signed up. And in the meantime, just relax—because next Thursday, you’ll be a lot less stressed about your dirty databases.

P.S. Right now, you can start matching accounts for FREE. Try LeanData today.

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