TECHNOLOGY
“ We have witnessed the demise of systems of record from the rise of AI ”
Oleg Rogynskyy , CEO and Founder , People . ai
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‘ CRM Health Score ’, revealing where efforts need to be focused . This assessment sheds light on CRM fitness and , when combined with a strong understanding of how sales and marketing teams are using the activity data , elevates confidence in prioritising efforts to improve the CRM system .
Within this process , it is paramount to focus on three primary dimensions of CRM data quality to establish the baseline :
1 . Is the activity data complete ? 2 . Is there a single representation of the activity data ? 3 . Does the activity data correctly represent the real world ?
Although it is possible to create the metrics internally , this would take several weeks . Not only does this discourage teams who are investing significant time in this work , but it also paralyses them as they often don ’ t know where to start or whether their efforts are making a difference .
MARCH 2020