Heads of marketing, sales, and service from organisations of all sizes and industries find that they lack a unified view of their customers and prospects. And the absence of that unified view – because of incomplete, duplicate, and outdated information – is frustrating efforts to drive the revenue, deliver the customer satisfaction, and build the brand value that prompted the investment in CRM in the first place.
Most will agree that the problem is significant. So addressing it should be a top priority. Yet all too often there’s no effective, durable action undertaken to fix it. Why? Because understanding the precise nature and extent of the data issues within a CRM system often seems complex and insoluble. And making the business case for the proper investment to address the problems all too often ends in frustration and failure.