A CRM database is the central source of all your company’s prospect and customer information. It provides sales and marketing teams with one source of truth, making it easier for them to organize, manage and utilize data to create ideal customer interactions.

A good CRM can also give a thorough knowledge of the interests of customers and buying habits. This allows sales and marketing to send messages that are more targeted which can increase conversions.

However, a CRM is only as good as the quality of its data. If a database is messy, poorly organized, or contains inaccurate or outdated information it will make it difficult for employees to locate the information they require. A CRM should incorporate tools that will reduce the possibility of data being dirty. This includes automating as much of the entry process as you can to avoid errors caused by human intervention. Regular audits of data can be beneficial.

The method of training and the structure of the users also affect the quality of the CRM database. No matter if your team is using a simple spreadsheet or a CRM system with advanced features such as Pipedrive, they need to be http://www.notesjungle.com/why-database-design-specialists-are-vital-for-an-organization able to properly use the database. Ideally, your CRM will come with a training program that teaches your teams how to optimize the tool to meet your business requirements and the sales cycle. For instance, if you operate an online store, you can provide your employees with access to the Pipedrive Academy for tutorials and demos.