Question

Topic: Other

Database Clean-up

Posted by nstmartin on 9/6/2012 at 1:48 PM ET 250 Points
I work for a smaller company (50-100 employees, 25M in revenue), and we are having issues with the validity of our database (contacts mis-categorized, contacts that have moved to new companies, etc.). We currently charge our sales team with updating the database, etc.

I was wondering what bigger companies do to solve this issue and ensure the validity of their contacts. Do you charge your sales team with keeping contacts current? Do you have a database person charged with the integrity of the database? I am looking for some guideance on how we can do this better b/c I don't think the method we are currently using is working. Thanks!
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RESPONSES

  • Posted by Ghost Writer on 9/6/2012 at 3:01 PM Accepted
    Have one person with the responsibility AND AUTHORITY for maintaining the database. He/she should have the power to put and keep others on track. There must be consequences for not using the database and using it properly.

    Integrate the database entries in a standard way with one standard CRM software choice. If sales people want to keep the names of clients, they MUST use the system - no private databases allowed - and they must use it according to the protocols.

    The sales people will hate this. You may need rules to prevent poaching, enforce standards, etc. but this is the only realistic way of getting done what you are trying to achieve.
  • Posted by CarolBlaha on 9/7/2012 at 2:10 AM Accepted
    First if the sales staff are employees there are no private databases. Any sales person knows this information is the property of the employer. They are the co's customers not theirs. Nothing to talk about there. End of story.

    There is no administrator that can edit this info without input from sales. They have no idea who's moved, or catagories without sales input.

    Sales, is also charged to sell, not update a database. Now a CRM is different. With a CRM this is their lifeblood, so it will be current. Are you maintaining your list via DB or CRM? Hopefully CRM-- it is in the sales staff to keep that list current, that is their source of info. Maintain a DB, no.

    WHat I think is happening is the contacts outdated are those not being called on. Use that as a positive and start pulling those contacts-- assign them for updating. Do this in small batches so sales can update along with their regular busines requirements.
  • Posted by nstmartin on 9/11/2012 at 3:59 PM Author
    Clairification: As was assumed by my two responders so far, I am talking about our CRM system not a database like an excel spreadsheet.
  • Posted by CarolBlaha on 9/12/2012 at 1:56 AM Member
    Thank you. Ok, if a CRM system is not being updated it is as I thought. Those are not people being called on.

    It is the salesperson's responsibility to manage his accounts and that includes knowing who is the proper person to call on. Then when a buy leaves, they should know where they went. And go to them for future business.

    So the breakdown is your sales staff is working the usual 80/20 rule. I am sure they are working -- but they are spending their time with the customers buying and ignoring those that are inactive, or less kind, ignoring those that could be cultivated.

    There is no 3rd party that can intelligently straighten this out. It is the sales staff responsibility. Start asking for update, inspect what you expect, or advise accounts will be reassigned.

    To be reasonable, don't hit them with a list 100 names long. Do it 20 at a time. Get management buy in. Good Luck
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