Death, taxes and data quality

Why you will always face challenges with your HubSpot CRM data quality and what to do about it

United States Founding Father Benjamin Franklin once said: "In this world, nothing is certain except death and taxes." Well, no offence to Franklin, but that was back in 1789. These days we face another certainty - especially those of us in the B2B industry - and that is that data quality issues in your HubSpot CRM are equally as certain as death and taxes. And that's not all. The truth is that if you're not encountering problems with your CRM data, you're probably not leveraging its full potential.

Bad data plagues the B2B landscape, hindering business growth and profitability. A recent Gartner study found that bad data collected through new data analytics technologies drains serious dollars from the average corporate budget. Poor data hygiene not only impacts your ability to scale your business but also hampers team alignment and diminishes the customer experience.

It's important to remember that data quality serves as the foundation for driving efficient revenue growth through Revenue Operations (RevOps). Without accurate and reliable data, decision-making becomes sluggish, hindering your ability to allocate resources effectively and determine the most profitable marketing channels. Ultimately, the cost of bad data extends beyond monetary losses, impacting your business's scalability and ability to make informed strategic decisions.

Let's take a closer look at some common data quality challenges and what you can do to overcome them.

The data debacle - wrestling with data hiccups

Ah, the joy of data! Or should we say, the headache? From struggling to segment your data effectively to drowning in a sea of duplicates, navigating CRM data challenges can feel like trying to untangle a mess of spaghetti. Here's a rundown of the most common data headaches:

• Segmentation conundrum - ever tried to pull recent customers or distinguish between current and ex-customers, only to find yourself lost in a maze of mismatched data? You're not alone. Without proper segmentation, personalising marketing content becomes a Herculean task.
• Duplicate dilemma - without a doubt, the bane of every CRM manager's existence. Whether they sneak in through unknown sources or are the result of team members inputting data without validation, dealing with duplicates can feel like playing a never-ending game of Whack-a-Mole.
• Dashboard disarray - reporting inaccuracies giving you nightmares? Join the club. When dashboards and reports aren't tracking numbers accurately, it's like trying to navigate a ship without a compass. Without real-time insights into your customer journey and sales activities, you're flying blind — and that's never a good look.

So, how do you tackle these data demons? With robust processes around data entry, validation, and automation. From standardising data entry procedures to ensuring integrations are configured correctly, putting in the groundwork now will save you headaches down the road. And remember, a little user training goes a long way in ensuring data entry is standardised and consistent.

Lessons we’ve learned on the path to data nirvana

Welcome to the dojo of data mastery, where we've sharpened our skills and emerged victorious - well, mostly - in the battle against unruly data. Along the way, we've picked up a few pearls of wisdom:

• Establish your data kingdom - every kingdom needs a ruler, and your data is no exception. Establishing a robust data governance framework and accompanying management processes lays the foundation for a clean and orderly data kingdom. From defining data standards to implementing quality control measures, taking charge of your data ensures it behaves itself.
• Anoint a HubSpot guardian - every hero needs a sidekick, and when it comes to HubSpot, that sidekick is your designated HubSpot admin. Whether it's a lone warrior or a crack team of data guardians - i.e., a HubSpot partner with years of expertise - having someone at the helm of your HubSpot portal ensures smooth sailing through the choppy waters of data management. From maintaining a squeaky-clean portal to providing training and support for your teams, a HubSpot partner is your go-to guru for all things CRM-related.
• Harness HubSpot's arsenal - when it comes to taming the data beast, why reinvent the wheel? HubSpot provides a treasure trove of tools right out of the box to help you keep a watchful eye on your portal's data health. From built-in analytics to automated data tracking, leveraging HubSpot's native features arms you with the tools you need to stay ahead of the curve.

With the right framework, the right team, and the right tools at your disposal, the path to data nirvana may be winding, but it's certainly within reach.

Data dilemmas de-mystified

Let's take a moment to recap our journey and the strategies we've uncovered to tame the data beast. From a jumble of customer data to a tangled mess of duplicates, our CRM journey has been riddled with challenges. With standardised data entry processes and vigilant validation, we've put those pesky duplicates in their place.

With a well-configured customer journey and diligent data logging, we've banished those reporting gremlins to the netherworld. Establishing a robust data governance framework, anointing a HubSpot guardian, and harnessing HubSpot's native tools are your trusty allies in the battle against bad data. So sharpen your swords, tighten your belts, and let's march onward to victory — because in the end, quality data shall prevail.

Are you getting the most out of your HubSpot investment? Download the Concentrate B2B HubSpot Accelerators guide and put the pedal to the metal.