How to lay a solid foundation for CRM data quality

On a recent webinar, we discussed the concept of three pillars of data quality: Clean, Protect, and Enhance. Donato Diorio, an expert on data quality and moderator of the Salesforce Data Quality Forum on LinkedIn, emphasized the importance of all three components by using the analogy of a three-legged stool: you simply cannot expect to have stable CRM or marketing automation data without all three components.

Without performing a comprehensive data cleanse (including data normalization, validation and deduplication) you cannot effect the protection and enhancement initiatives to be effective, as your CRM and marketing automation data will rest upon a poor foundation.
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