The State of CRM Data Management

Introduction

Validity and Demand Metric partnered to measure the impact CRM data quality has on sales team effectiveness, revenue generation, and the success of business initiatives. This report shares the results of the research study,  providing insights and data useful for benchmarking, managing, and improving CRM data quality. 

Companies with higher quality CRM data have these three traits:

1. Leadership is aware of CRM data quality importance and makes it a priority.
2. An ongoing data governance process is in place that is effective.
3. CRM data management is the full-time responsibility of a cross-functional team.

Table of Contents

• Introduction
• The State of CRM Data Management
• How High-Performing Companies Operate
• Action Plan
• Appendix

Methodology

Validity and Demand Metric partnered to measure the impact CRM data quality has on sales team effectiveness, revenue generation, and the success of business initiatives. 

This report shares the results of the 2020 research, providing insights and data useful for benchmarking, managing, and improving CRM data quality.

This survey was administered online during the period of February 6 through February 25, 2020. During this period, 294 responses were collected, 276 of which were qualified and complete enough for inclusion in the analysis.

Only valid or correlated findings are shared in this report.