The Business Case Against Improperly Associated Contacts and Companies in Your CRM

[Raihan8]

Whether we’re talking about HubSpot, Salesforce, Intercom, Pipedrive, or any popular modern CRM — few customer data problems have more real-world impact than improperly associating, or failing to associate, the people/contacts in your system and the companies they belong to.

The worst part? Most companies don’t even know how much this telephoner au danemark is dampening their effectiveness. It’s a silent killer among any company with a large customer database and no real customer data management plan to speak of. According to research from IBM, data quality problems cost U.S. businesses more than $3.1 trillion each year.

Improperly associated contacts in your CRM can lead to many problems. Your marketing teams will miss out on opportunities to deliver high-level personalization for those prospects. Both your marketing and sales teams will find themselves unable to segment unassociated leads using associated company data. Marketing and sales automations and workflows may be broken, causing embarrassing mistakes that could harm your brand’s reputation.

In account-based marketing, associations are critical. In fact, account-based marketing is simply impossible if you do not have a full picture of the organizations and the stakeholders within it that you will be tailoring your messaging to. ABM requires a well-rounded approach that dictates that you approach each stakeholder within an organization with messaging that aligns with their own person wants and needs — which is impossible without reliable associations.

In this article, we’ll take a look at why unassociated contacts and companies in your CRM is such a big deal, and why you should spend more attention on limiting them.