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Sales does not fully record information, there are data silos and the CRM Manager spends hours manually cleaning up data in Excel. In companies where this is an all-too-familiar scenario, CRM can be a bone of contention. There are many indicators to tell you that something is wrong with your system landscape and that it’s time to buy new software. The problems referred to above are merely the most obvious ones. When you start to look at the data itself and the processes, you realise that the problems can run much deeper and are not so easy to solve.
Disclaimer: We’re not here to recommend a specific CRM system to you. We want to show you that Master Data is your most important resource. When your Master Data is current and correct, data-based decisions and processes are possible. And that’s when success and growth begin.
Too much hardware, too many databases, data quality add-ons and resources that have expanded over time mean that it takes a lot of effort to keep everything running smoothly. Sometimes you reach a point where upgrading an existing solution costs more than replacing it with a new one. This becomes an even more critical problem in the face of changing business requirements.
Complex software environments require many resources. In the worst-case scenario, data stewards are no longer able to keep up with the volume of work. They are no longer able to perform efficient data matching, and instead spend all of their time firefighting.
The problems referred to above are merely those that are most apparent when a CRM system reaches its limits. There are many more, often running far deeper. Typical examples include data protection issues that prevent the free flow of external data into the system, users not recognising company hierarchies, and many more.
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