A CRM database is a central repository for all your company’s customer prospect data. It provides marketing and sales teams with one source of truth, making it simpler for them to organize, manage and utilize information to design the best customer experiences.

A CRM can provide a more insight into the client’s purchasing habits and their interests. This enables marketing and sales to send out messages that are more targeted, increasing conversions.

However, a CRM is only as good as the quality of its information. It will be difficult for employees to find the information they require when a database is not organized dirty, messy, or includes inaccurate, outdated or obsolete information. Ideal CRMs will include tools that can reduce the chance of dirty data. This includes automating as much of the entry process as is possible to minimize errors caused by human intervention. Regular audits of data are also useful.

The quality of the CRM database is also affected by the structure and training of its users. No matter if your team is using the basic spreadsheet or an advanced CRM platform like Pipedrive what can users expect from virtual data rooms it is essential that they be aware of how to utilize the database correctly. Your CRM should come with training courses that show your team how to use the tool in line with your company’s requirements and sales cycle. If you have an online store, for example, you can give your employees access Pipedrive Academy, which offers tutorials and demonstrations.