How to Map Business Objectives to Data Fields
The cost of dirty data is crippling to organizations. Determining how your business uses data is the first step in getting your data in shape. While each department has a unique set of objectives, many departments rely on the same customer data, but, unfortunately, have siloed processes for creating and maintaining that data.
For example, nearly all departments need customer contact info. But each department uses its own source of truth for that data. Sales uses Salesforce, Marketing uses MAP, Accounting has an intricate system of spreadsheets, and Customer Support’s system is nearly nonexistent. Same story with all kinds of data across the company. Try to find two departments that use the same process for creating records. You’ll have more luck finding a vegan at a meat market.
Determine How Your Business Uses Data
The first step in assessing data quality is to figure out how your company uses customer data to support its business objectives.
You meet with managers and reps across your company and ask:
- What are your business objectives?
- What customer data is required to support your objectives?
- How are you using that customer data?
- Where is your customer data stored?
You then organize your findings in a simple reference table like the one below:
Armed with valuable insight, you share your findings with your CMO. She commends you on a job well done, but has one question: “What’s wrong with the data we do have?”
Here’s how you respond:
- You identified that of the 40 unique values the company needs to execute business objectives, only 25 exist in your CRM and MAP
- Using the free Salesforce app, Field Trip, you identified an average 38% fill rate across your existing 25 fields
- Leveraging the open data marketplace, The DataExchange, and RingLead’s SME team, you identified what third-party data providers can help you increase fill rates to 80%
With so many missing fields and such poor fill rates, it’s no wonder your reports are riddled with duplicates, incomplete records, and stale data. It turns out that the data genie doesn’t just appear and grant you three wishes. If you don’t have company resources devoted to data quality, your data could be better.
Take a deeper dive into the state of your data quality and create a custom treatment plan with the help of RingLead’s SME team. Learn more.
About the Author: John Kosturos is Chief Revenue Officer at RingLead where he serves as the resident expert on contact data quality and data enrichment. He has helped thousands of customers and partners solve their dirty data issues with custom solutions tailored to their exact business needs. John is an expert inside both Salesforce and marketing automation data.