SLI Systems is a SaaS-based software company, providing site search for ecommerce websites. They are a growing, multi-million dollar global brand helping customers find what they want quickly, with strong activity-tracking technology, ensuring relevant content and an improved shopping experience.
SLI Systems has a 10-year-old Salesforce for their CRM system, and after running Marketo for marketing automation for over a year, they were challenged with some serious duplicate data issues.
“We had hundreds of duplicates. It was a disaster.” — Melissa Davies, Global Marketing Operations at SLI Systems
They attacked and solved this problem in five, clear steps.
1. Make data deduplication a top priority
As a global company, sales reps from all over the world were creating multiple Leads and Contacts. They were challenged with new leads coming in that should have been attached to existing Accounts. Imports came into CRM through various methods, causing overall poor data hygiene processes.
“[A data quality solution] was the first thing I implemented when I came on board with SLI Systems.” — Melissa Davies, Global Marketing Operations at SLI Systems
2. Clean existing Leads, Contacts and Accounts
“We spent a month and a half cleaning our duplicates with Leads to Leads, Contacts to Contacts, Leads to Contacts, and Accounts to Accounts.” — Melissa Davies, Global Marketing Operations at SLI Systems
3. Establish an automated process to stop manual entry of duplicates
Once their CRM was clean, SLI Systems used duplicate prevention technology in Salesforce to stop duplicates from entering Salesforce going forward.
“A little pop-up that says, ‘Hey, this person is already in your database. Are you sure you really want to create a new Lead?’ has been dramatically effective in reducing our number of duplicates.” — Melissa Davies, Global Marketing Operations at SLI Systems
4. Address other entry points of duplicates
SLI Systems addressed the challenge of duplicates from list uploads coming from multiple sources across the globe. No matter the different sources or different formats, they made sure to upload, map and attach list contacts to a campaign, ensuring that they were not creating duplicates from lists.
5. Standardize your data
SLI Systems knew that they needed data standardization and some stricter data hygiene processes or else the dirty data would continue.
To ensure that their data was standardized for accurate research, marketing segmentation and reporting across Salesforce and Marketo, SLI Systems used a tool that has helped stop duplicate records between Marketo and Salesforce, ensuring a seamless experience with clean data.
“Standardized data makes life so much easier. You’re not having 18 versions of ‘California’, for example.” — Melissa Davies, Global Marketing Operations at SLI Systems.
As a result of their deduplication and standardization efforts, SLI Systems has reduced Salesforce and Marketo bills, closed large deals, saved months worth of manual entry clean up time, and much more.
Read more about SLI System’s experience with data quality with this case study: