Contact data is the foundation of your customer relationship management software. Your investment in Salesforce, ergo, is only as good as the details inside of it regarding your accounts and contacts – who they are, why they closed, and how much revenue they are generating.
The purpose of this article is to dial into that first question: Who are your accounts and contacts inside of Salesforce? How do you get in contact with them? How do you determine whether or not they are a good fit for your product or service?
Sales intelligence gives you the answer to each of these questions, letting your sales force operate more strategically in terms of its outreach, lead prioritization, forecasting, and overall account strategies.
The Benefits of Salesforce Data Integrity
Nothing disrupts your outbound sales and marketing processes like bad contact and account data. The benefits of maintaining Salesforce.com data integrity are manifold, while the consequences of not doing so are extraordinarily painful.
Salesforce Data Integrity Benefit: Time Saved
Your sales team’s time is valuable. And each call they make or email they send that goes to an incorrect phone number or email address is a blow to their efficiency and their mentality.
Ask any salesperson – nothing is more demoralizing than cranking out an epic prospecting email and sending it to a prospect, only to get hit with an auto-reply that the email address is incorrect.
Just the same, your sales reps should not have to spend valuable time hunting down an email or phone data on a prospect. You’re paying your reps to sell, not play amateur NSA agent.
Salesforce Data Integrity Benefit: Smarter Targeting
Looking at your existing client list is an easy way to source new lookalike contacts and accounts, then go after them strategically.
Does your product or service sell best with accounts in a specific part of the U.S. or a specific industry? Do your ideal buyers have a specific job title? Or work in a certain department?
Understanding your current client base, then using those insights to launch targeted outbound marketing and sales efforts to similarly-situated leads and accounts, is a great way to ensure that your efforts are not wasted due to going after the wrong people.
What Data Do You Need in Salesforce?
You need two specific types of data inside of Salesforce:
- Contact/Lead Data
- Account Data
To import that data into Salesforce, we recommend using tools like SalesIntel to source and export hand-verified data on the people and companies you’re selling into directly into your Salesforce CRM.
Let’s take a look at the types of Salesforce data your sales, marketing, and customer success teams need to do their jobs most effectively.
At the contact or lead level, you should have at a minimum:
- Job Title
- Email Address
- Office Address
- Direct Phone Number
- Cell Phone Number
- LinkedIn Profile URL
At the account level, you should have data the following data points:
- Company HQ City
- Company HQ State
- Company Size
- Technology Used
With this wealth of data at your disposal, you can run everything from account based marketing playbooks to 100% scientific A/B tests on messaging and personas to full-throttle sales development campaigns on your direct target market.
In this day and age of massive consumer and market intelligence, missing or inaccurate data should be the last thing holding your organization back from reaching its goals. Accurate Salesforce data is the foundation for your ground attack to create revenue. It’s imperative for sales and operations leaders, plus Salesforce Administrators, to understand the wealth of resources available to them and their teams, then leverage them.
Maintain Salesforce Data Integrity
Information is power. CIOs and sales operations leaders who give their teams the best artillery of customer and prospect data intelligence they can muster will put their organization at an unbelievable advantage.
Struggling to get accurate contact and account data for your sales team? Invest in Salesforce data enrichment tools or services and create a clear, codified process for maintaining data quality going forward.
Check out more posts on Salesforce Ben to learn how to make sales intelligence a top priority for your sales organization and get accurate, verified lead and account data directly into Salesforce so your sales and marketing team can operate smarter and more efficiently.