Customer Relationship Management Hygiene

For example, a B2B software company noticed their email campaigns were generating unusually low engagement rates despite increasing their marketing budget. Upon investigation, they discovered that 30% of their CRM contacts contained duplicate entries, 25% had outdated job titles, and 15% included email addresses that were no longer active. After implementing a quarterly CRM hygiene protocol—which included data validation tools, standardized data entry procedures, and regular database audits—their email deliverability improved by 22%, response rates increased by 18%, and sales teams reported saving approximately 5 hours per week previously spent navigating inaccurate contact information. The sales director noted that clean data not only improved marketing performance but also enabled more meaningful conversations with prospects since representatives could confidently reference accurate company information and interaction history.