Is your data dirty?

Learn how to cleanse and harmonize data across Marketo and Salesforce.com. Here are the notes I took from what Diana Lustenader, Marketing Specialist at Kapow technologies presented at the Marketo User Summit 2009.

Cause

  • Lack of admin
  • Multiple entry point
  • Business process change
  • User turnover
  • Leads giving fall info
  • Improper use
  • List purchase
  • M&A

Effect of Dirty Data

  • Duplicates
  • False or incomplete record
  • Missed opportunities
  • Missing business data
  • Lower user adoption
  • Misleading or incomplete reports
  • Inconsistent formatting

Marketo can

  • Prevent new duplicates
  • Identify and merge existing dupes
  • Capture more lead data
  • Standard template for lead forms
  • Increase visibility for sales and marketing
  • Start to finish reporting

What’s left

  • Existing false or incomplete records
  • Improper use (missed business data)
  • Turnover (missed opportunities)

On the same topic, the next Montreal Salesforce Usergroup on October 7th, 2009 will be covering the Data Quality Challenge.

Tags: , , ,

Sunday, September 27th, 2009 Lead Management, Marketo, Salesforce.com