After all, Salesforce associates data cleaning with a 29% increase in sales opportunities!
What does bad/messy data look like? You may have duplicates that need to be merged, missing field data, and/or unverified (and potentially incorrect) data. Any of these issues can prove extremely damaging to your sales process, especially when you start syncing with marketing automation like Pardot, Marketo, or Hubspot.
Our resident Salesforce experts (we offer personalized data cleansing!) recommend completing a Salesforce audit before integrating marketing automation as well as once a year as a maintenance best practice. This ensures that your Salesforce instance is running smoothly, efficiently, and accurately for your sales team.
When cleaning your data, here are qualities to strive for*:
- The data was recorded correctly
- All relevant data was recorded
- Entities are recorded once
- The data is kept up to date
- The data agrees with itself
Some common data problems to look out for*:
Changes in data layout / data types
- Integer becomes string, fields swap positions, etc
Changes in scale / format
- Dollars vs. euros
Temporary reversion to defaults
- Failure of a processing step
Missing and default values
- Application programs do not handle null values well
Gaps in time series
- Especially when records represent incremental changes
With all of the available services out there, choosing the appropriate one for your instance can be tricky, especially if you aren’t familiar with the services available.
*Exploratory Data Mining and Data Cleaning by Theodore Johnson