Alex in The cloud

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: data quality, Lead Management, Marketo, salesforce.com