6 ways marketers are misusing CRM data and how exactly to improve it

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
6 min read

From productivity and revenue to a deeper knowledge of customer behavior, companies are living and dying by their CRM data

The dependence on that data keeps growing, too. CRM being an industry is likely to boom to over $40 billion by the finish of 2017. Meanwhile, the ROI of a well-implemented CRM system is nothing to scoff at, with oft-cited stats ranging from $5.60 for each dollar spent to $8.71 and beyond.

But as may be the case when coping with loads of data, organizations oftentimes to belong to 1 of 2 traps:

  1. Those considering their organizations’ data are drowning inside it, completely overwhelmed and in over their heads with regards to what their CRM numbers actually mean.
  2. Companies are making data-driven decisions because of CRM; however, they’re not centered on probably the most prudent components of their business.

These problems plague marketers specifically. Econsultancy notes that only 33% of marketers believe that they are able to use their CRM data to create decisions. The more CRM solutions continue steadily to evolve, the more difficult it becomes for marketers to wrap their heads around their numbers.


As businesses are more and much more reliant on the CRM data, that data includes a massive potential price. Misusing your CRM data you could end up lost revenue and efficiencies that ultimately restrain your business’ growth.

How marketers misuse their CRM data

Marketers can’t afford to squander their CRM. Squeezing probably the most from your CRM data without getting lost in the weeds means knowing what to prioritize and what mistakes to avoid. In fact, there exists a number of common pitfalls that go hand in hand with the most common challenges of mastering a CRM solution.

Below will be the six mistakes that marketers absolutely must avoid should they want to take full advantage of their CRM data.

1. Using Outdated, Incomplete or “Dirty” Data

For starters, your CRM is as effective as the info it gathers.

Whether transferring to a fresh CRM or considering your present one, there’s plenty that can go can wrong by means of duplicate customers, incomplete fields or invalid entries. If you’re spending the majority of your time and effort chasing down bogus accounts or bots, you’re obviously not likely to turn such entries into dollars and cents.

Experian notes that the average company wastes 12% of its departmental budget on “dirty data.” Every duplicate or invalid entry in your CRM represents a lost lead, mistimed offer or repeat message. The effect? Lost, or at the minimum, confused customers.

If you suspect that you’ve got a dirty data problem, scrubbing your database is really a solid starting place for fine-tuning your marketing efforts via your CRM.

2. Unnecessary or Utilized Fields

The beauty of modern CRM systems is merely how much we are able to find out about our customers. Yet inside our quest for learning whenever you can, marketers subject themselves to information overload.

Marketers should rethink which fields of their CRM matter probably the most. What demographics and behaviors will bring about closing those leads? Those ought to be your priorities.

Besides, way too many fields might lead to your results in turn away out of frustration.

Don’t think about eliminating fields as sacrificing the capability to segment, but instead a chance to concentrate on. To piggyback on the prior point, having legitimate, quality leads surpasses having more data than guess what happens regarding.

3. Failure to Automate

Your CRM solution should streamline the marketing process instead of slow it down. In the same way automation continues to overtake almost every facet of marketing, there are a few the different parts of your CRM system that needs to be automatically.

For example, the next four marketing components of your CRM are prime candidates for automation:

  • Lead management: capturing and scoring results in determine who your most qualified and sales-ready buyers are
  • Lead engagement logs: tracking whenever your various sales prospects view your articles pages or connect to your posts on social media, by integrating analytics tools
  • Lead nurturing: no organization should be prepared to chase every single lead independently, it doesn’t matter how qualified they could be
  • Customer retention: maintaining your current customers happy shouldn’t consume the majority of your time
  • Organization and planning: by assessing the ROI of one’s current marketing efforts inside your CRM, you’ve got a better picture of what things to focus on in the foreseeable future.

Modern CRM solutions pride themselves on the capability to save time. Actually, Hubspot’s Free CRM emphasizes automation with regard to getting ultimately more deals, prioritizing the capability to nurture customer relationships. By giving a clear summary of your pipeline and sales activity automatically, marketers can save money time concentrating on their strengths rather than digging through spreadsheets.

Hubspot CRM

4. Insufficient Social Integration

No marketer should make the error of treating their CRM as an island, especially in the era of social media.

Interacting together with your customers via social can be an absolute must-do. Customer support is really a cornerstone of CRM, even while increasing numbers of people are taking to famous brands Twitter and Facebook to connect to businesses.

These same customers also expect a reply within 1 hour through social media, signaling the necessity for marketers to go marry their CRM solutions with the many social channels.

Social media marketing integration for customer support

Salesforce notes that customers leveraging social CRM saw a rise in customer loyalty (55%) and more sales revenue (54%). Simply monitoring the sentiments of one’s customers isn’t enough within an era where social integration is now typical.

5. Failing woefully to Define Your KPIs

Marketers must have total confidence in how their CRM directly pertains to their business objectives. Although KPIs might vary somewhat from organization to organization, your focus is probable likely to be on revenue and leads first.

For example, the very best five KPIs as noted by IMPACT are the following:

  • Sales revenue
  • Cost per lead
  • Customer value
  • Inbound marketing ROI
  • Traffic-to-lead ratio

These KPIs clue marketers in on what’s working and what’s not. These data points are central to CRM and growth alike.

Again, smart usage of your CRM means the prospect of an increased ROI. And soon you need to KPIs to be able, you’re potentially holding back your important thing.

6. Not Functioning on Your Data

This final point may seem rather obvious but represents a continuing dilemma. The numbers is there but no action is taken.

There are multiple reasons why marketers might fail making use of their data. Perhaps you’re counting on a CRM system that isn’t particularly user-friendly. Perhaps you have doubts about your computer data to begin with.

When assessing the main CRM features, organizations stress simplicity (55%) and the capability to visit a clear snapshot of these data (18%).

most significant CRM feature

Based on these numbers, marketers require a data solution that’s simpler instantly. Once that base degree of understanding will there be, marketers tend to be more poised to do this. For some, that may mean a whole overhaul of these CRM solution.


These six pitfalls scratch the top of why so many marketers have a problem with data to begin with. In search of far better marketing, organizations have to prioritize the correct bits of their CRM data. Whether through adopting a fresh solution or reassessing their current CRM, marketers can only just fine-tune their strategies if they could make sense of the numbers before them.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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