Episode Transcript
WEBVTT
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You were listening to be tob revenue
acceleration, a podcast dedicated to helping software
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executives stay on the cutting edge of
sales and marketing in their industry. Let's
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get into the show. Hi,
you welcome to be to be, a
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rever new acceleration. My name is
Amotier and I'm here today with Charlie Spinas
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from CSC to. Are You doing
today? Showny, Oh, I'm great.
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Right, thanks for invited me.
I'm excited to be here. It's
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pleasure. So today we will be
discussing the importance of data quality within CRM
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systems. But first and before we
get started, can you please tell us
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a little bit more about yourself,
Charlie, as well as your role and
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your company within CLEARC to? Okay, sure, right. I've been a
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sales of marketing director for the past
ten years at CLEARC too. Before that,
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I worked many years in the telecommunications
industry and sales and product management for
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transmission optical networker product and I've learned
to leverage that experience on my current position.
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As far as CLEARC to, it's
a privately health company. We've been
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around for twenty five years, begin
in one thousand nine hundred and ninety three.
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So we have a lot of experience
in the crm industry as well as
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sustainability. Our headquarters is located in
the Dallas Texas area. It's where we
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develop, sell, implement, train
and support our products directly. But that
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means is we don't have any partners
that we're going to pass you off to
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and we don't have outsource any part
of our offering. So so that's pretty
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much what we are at closely too. Okay, thanks for that, Charlie.
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So we are here about to talk
about Crm, and Crm is always
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your best friend or monster, depending
on who we engage with and which company
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will engage with. But we all
know that a crm system is just as
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good as the data that is in
the system, and I'll use able that
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data is. We know that it's
a fantastic tool to give over all view
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of what's happening from a set spipeline
management or comping, progression, sends,
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forecast data, segmentation, etc.
Etc. But we also know that sells
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people sometimes, not all of them. We don't like to make generality,
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but you know, most of them
are not really good at keeping crm up
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to date. Is that because they
don't want to declare pipeline or they don't
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want to give visibility to dam management
on the jail they're walking on, or
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maybe just because they don't like the
admint ask of thing. They don't have
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the time. What have you seen
as a successful technique to make sure that
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companies keep their crm systems up to
date and get the most out of it?
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Well, you are correct about sales
people generally have an issues with keeping
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the crum up to day because many
of them frankly viewed as being stuck with
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doing the menial task of input data
their potentially takes them away from being with
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their customers. So to into your
question, once successful technique there are a
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lot of companies are using is gamification. gamification literally taps into the competitive spirit
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that we all have inside us and
it can be an effective way to motivate
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employees, especially sales people, to
pursue data integrity. It basically makes it
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a fun and friendly contest where participants
can get rewarded for reaching company set goals.
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One of the by products are gamification
is that it gets employees engaged and
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you are actual studies out there by
Gallop. That says engaged workers, but
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twenty one percent more productive than unengaged
workers. So Ray. Getting back to
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your question, when you said that
some salespeople don't wanted to clear a pipeline,
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a way to combat that with to
have a contest see how many sales
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opportunities can be entered into see our
per month and have a monetary award attached
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to the winner. And because of
this task, that will once considered not
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beneficial to salesperson and now anticipated by
them. But you would expect that they
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have. I guess maybe they.
They are mainly insense, you guys,
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on what they are closing Vlsius,
what they are declaring a spipeline. So
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what you are saying is it adding
some incentives on the glaring pipeline? Is
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it's about incentive in time of daytown
three. I'll do you actually make it
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up. And because all those on
the getting medication, and I appreciate that
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being a set of spell us,
and you want to be Competitiv, you
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want to be the top of the
needle, balld, but I guess there's
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two things are going to drive.
You can drive quantity or you can drive
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quality. I'll do. You end
up in the middle it would be my
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question. Or what have you seen
in practice? Okay, essentially, sales
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people there rewarded monetarily whether they used
the crm and not using the say rum,
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by getting sales right, they enter
it into a pipeline. Now,
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according to your question, and I
agree with it, some people, sales
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people, hold back on their pipeline
and yo the gamification, if they're in
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a contest to say hey, the
more you input into the crm for your
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pipeline, we're going to reward you
even more than just getting revenue from your
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sales. And so they're are enticed
to input all of their opportunities into their
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pipeline because they're going to get an
additional ward, okay, for imputting it
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into the CRM. And how you
measure that is usually you create a widget
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on a dashboard that everyone can see, and it's not only they getting rewarded
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for putting it in, but there's
also a pride factor that everyone is looking
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at it in seeing all the results
on everyone's dashboard, and so they're going
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to want it to imput in,
put it into the system. Okay,
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that makes sense, that's good it. That's a good idea. Something as
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we should definitely do all sets.
So, whatever think about that. On
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others, out the big at very
close to it, we know that that
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are cleansing and that a segmentation are
quite time consuming task and often overlooked by
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company that work with Industy RM system, which is a bit of a shame,
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because we also at the bet of
the data. The most segment in
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the data, the better your marketing
compaing output will be, because you will
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be able to contact people without bounce
as well as if you segment when you
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should have a message. It is
quite dedicated, if not tailored to a
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smaller group of people, which in
redomb shouldn't increase the response rate. And
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and but that's also lead to SARM
system having data it is not very accurate.
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Can you please show his audience why
this is such an important task,
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that that are cleansing, Theta segmentation
and why you shouldn't be overlooked? Yes,
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right, you bring up a subject
that sometimes gets lost and the weeds
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until it's to a becomes a real
pain point and then the work needed to
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correct it becomes, you know,
a real combersome. So, to begin
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with, your data should always be
addressed when you're deploy and new software.
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You need to start with a new
slave. You need to ensure that you
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have data integrity, and that's really
an umbrella term that includes things like data
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accuracy, sustency, validation, completeness, uniformly, those kind of things.
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Some examples are, as you were
saying. Have a duplicates in your database,
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you know, bad email addresses,
incorrectly formatted phone numbers, to name
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a few. If you don't address
them in your system, they can recav
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it. For instance, if the
email addresses are inconsistent, the company will
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suffer the cost of resenting the email
or even losing customers. You can then
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further compound matters by not segment in
your data, like you are saying.
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Proper data segmentation is simply, you
know, taking your data filtering it so
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that it can be used more efficiently
within marketing and in operations. It's making
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sure your message gets out to people
who are going to buy your product.
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If it's not done properly, it
can negatively affect the delivery of your messaging
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in your marketing campaigns to your customers. Now, executives also need accurate and
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complete data in the CRM system,
because many of this strategic decisions are based
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off reports that are generated from that
data. If the data is bad,
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the strategic decisions could be reporting potential
and correct revenue streams to stockholders. You
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know, calculate and factory capacity planning
generated from corrupt data, it may be
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providing incorrect product mixed to building the
factory because you have inaccurate forecast. In
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these cases, you see, R
M system could become counter productive if the
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corrupt date is not cleansed so administratively
and consistent data, you know, can
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potentially lead to fault conclusions and,
you know, bad and best smiths on
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the business world. Incorrect data can
be pretty costly. But fortunately, as
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you stated, you can head off
some of these subtasters by doing some data
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cleansing and scrubbing, which can be
done annually by slowly coming through multiple spreadsheets
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looking for errors, or, you
know, can be done faster more efficiently
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to the use of software tools.
Again, you know, the best time
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to do this is during new implementation
software, because you never want to Jil
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introduce bad data into the system,
and then you should also perform maintenance scrubbing
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off that cleanse date of periodically.
Okay, so again I'm gonna ask you
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a very particular question because it's we
talking about situation we find ourselves in conversation
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with clients where we dodge this topics
and people saying, yes, we've got
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lots of data now sharing system,
but we've got big question mark around it
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and we don't prettishize. Not really
shies good from your experience. Who is
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so appreciate that you could be done
manually or I could be done true software,
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but who is the individual? Always
the function within the company that should
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be responsible to actually go through that, that cleansing and the DEATA segmentation.
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Well, I can tie you specifically
is the it department, the IT manager.
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When we're implementing systems with companies,
the first thing we do when we're
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implementing is we're contact in the item
manager to see what kind of data they're
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going to reduced from their back end
system to import interracrm system, and they're
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the one specifically responsible for the data
integrity of their back end system. Where
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I say backing system, could be
a financial system, it could be an
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EARP system or whatever it's. We're
all the master templates are for all the
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contacts and companies that they do business
with, and so they're the ones that
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are tasked to make sure that there's
data integrity and those systems before we can
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import them into our system. Now
we always tell them they look, we
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can do it on your end or
we can do it on our end,
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but it's going to be quicker and
cleaner if you do the data cleansing on
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your end, you know, because
it's a lot easier that way when it's
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coming, when you're doing it to
the source system. So the answer your
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question is the Ike Department of the
company that we do, okay, and
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then we will drive the itic department
in come of the data, the DEATA
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quantity. Would it be marketing would
have been said, because I would expect
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the at department, where they've got
the tools and control the tools, to
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may not be aware on the type
of person, not the type of individual.
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What's good data. Was Not good
data. So would you also have
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an involvement from us, a function
to support them up, to edit them
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in doing the job? When you
ask who's driving them, you saying internally
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in their organization. Yes, I
mean in done any organization. So you
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know, but basically I guess what
I'm going at with those questions is there
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is a lot of people involve on
the CRM system. Marketing, cells,
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management. Marketing One's the CRM system, probably because their companies goes through the
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CRM system. They use the data
and they will probably put source code on
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the data. So one a campaign
goes through and the lead is created,
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they can then follow it through and
see the contribution to pipeline, the contribution
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to cells. Cells. will use
a CRM system most of the time to
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control pipeline forecasts, look at what
we've got, what we need to be
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and then every way the performance between
different cells, rep cells, region,
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products, etc. Etc. Management, as you mentioned early on, is
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that over look? We want to
see what we've got. We want to
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see what's working from a marketing perspective, what's working from a self perspective.
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We want to get performance. We
need to be able to focus, is
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of our self, of our board
of director or for the market, depending
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on the type of company they are. And on Tho side. The eight
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department is is obviously another lay of
all those function but there is so many
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people touching the crm system. You
know, it's not like a just a
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financial system where you've got finance people
just working on it because it's a collaborative
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tool between function I was wondering if
the it department can really do it on
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their own or if the other function
can actually support them in doing a better
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job when it comes to cleansing and
segmenting. Okay, so the common denominator
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and everything that you just said is
the it department, because you're right,
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there are many different silos in the
business that are touching that cram and dependent
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on how the companies using it,
it could just be the sales department,
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it just could be marketing, could
be both, could be customer service,
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I using it for support, tickets
and so on, and so they're all
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touching the system, as you say, as a collaborative tool. But the
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department that's responsible for the integrity,
okay, would be the IT department,
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because they're the ones that would also
be performing any training sessions that would need
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to take place when the software bender
comes out with the new features and things
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like that. So they're really the
point people, okay, to the usage
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if you will, because you know
that's key right there. But but you're
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right, all the other departments do
have input into it, but you get
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to have a point person to where
it all comes together and it's usually the
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IQ people. Makes Sense. That
makes sense, okay. And what about
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the frequency? How often do you
need to do it? Was the is
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all best practician time of doing it
on six months bases, twelve months,
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eighteen s rails. What what do
you see? I mean, I appreciate
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you will probably depend on the Industry
Ali and I'll first contact. Can move
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in your industry excit like EC but
he's all best practicing Indome of our often
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you should be done so typically,
and what I usually say is you would
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probably have maybe monthly meetings, okay, to go over the usage clients,
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if you will, to see,
you know, how people how often they're
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putting it in and whether they're putting
it in properly. I would say that
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you would probably have quarterly meetings to
meet with your crm bender to say hey,
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look, we've gone over that,
how our requirements have changed over time
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and we want to make these changes
with you, Mr Crm vender, and
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you know, have it back and
forth with you. So you I'm bender.
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So. So basically it's quarterly meetings
for outside, meeting to it the
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CRM bender in monthly meetings internally to
discuss compliance. Okay that I think that
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makes puffix and it sounds like a
very good cadence. And My last question
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for your Charney is about how to
improve the crm usage. Should I say?
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I believe you wrote a block posts
on that topic and it would be
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great if you can just some tips
with all audience on that. Well,
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I believe the user adoption rate is
probably the most single most important thing that
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affects how successful as software deployment is. Not just say RM, any software
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at CRM can have the best speeches
with the latest technology, but if hardly
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anyone's using it and it's not being
used properly, then it's money wasted.
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So the best way to improvacy RM
usage first off is applying the proper foundation,
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which means employing and implementation methodology that's
kind of foster more employee usage.
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I'm sure you've heard of the carrot
and stick approach and in most cases both
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should be used, but it's going
to depend on the culture of the company.
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You know, less discipline environment,
we're going to require more of a
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stick, and the most effective stick
is an executive edict that everyone must use
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the software. If it needs to
be a culture adjustment, then that's the
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time to do it, not after
the implementation. But even more important is
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the use of the carrot in the
methodology. As you know, it's human
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nature to resist change. So to
reverse this, the user of the system
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must feel like they're getting more either
system than what they're putting it. It's
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important that they're directly involved when the
software is being configured so that the data
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requirements in their processes are being incorporated. A good way to achieve this is
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to have the software been to meet
with them, review with the day and
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the life is for each type of
user, and then you know, once
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there's user and put into the software, they're going to recognize it as the
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system they built and they will take
ownership of it. Also, another carrot
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is the gamification that I mentioned earlier, which can be built into the software
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up front, you know, and
displayed in which it's on a dashboard.
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Equally as important as the Implementation Foundation
is the ongoing education and monitoring is need.
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Let's face it, the the market
places dynamic, never stay static in
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either way. Your Business Model,
the the environment that was created during the
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initial implementation will have to constantly be
monitored and modified to reflect the changes in
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the business. If that doesn't happen, then the software is going to become
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irrelevant and because all the efficiencies built
into the application during the implementation that made
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it streamline will then become diminished over
time and inputting into the crm becomes more
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overture and then people aren't going to
start to use it as much. So
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the key to making sure that the
software remains relevant is the first find us,
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as I said before. So find
the crm bender who's going to stay
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constantly engage with you to make sure
those changes are made without breaking the bay.
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And then tie to that should be
continue and education program that includes training
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sessions as new features become available.
And then, as a stated earlier,
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you should have those quarterly meetings with
the vendor to discuss how, Yo,
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how and if your requirements are changing, then incorporate those changes. And then,
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of course, those internal meetings for
usage compliance. Yeah, if none
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of those are deployed, is going
to be a slow erosion of usage to
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the point where the executive decisions of
being negatively affected and frankly, that's not
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a meeting I want to attend.
So absolutely another situation. You want to
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be well Charti I want to thank
you for your time today. I think
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it's been very useful and and I
think some of of the tips and pustuption
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00:19:10.069 --> 00:19:12.390
and the vision that you gave us
kind of challenge some of theays that they
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add as well. Wish, I
quite like about all conversation now, if
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00:19:17.069 --> 00:19:22.750
anyone's wants to engage with you or
a lot more about CLEARC to your company.
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00:19:22.150 --> 00:19:25.660
Was the best way to connect with
you? Well, where you can.
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00:19:26.019 --> 00:19:30.220
You can go on to our website
at www dot clear SCOM and connect
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00:19:30.259 --> 00:19:34.420
with us through our contact US page
or simply call. Is that nine hundred
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00:19:34.420 --> 00:19:38.329
and seventy two, three and two
four seventy one hundred. We have sales
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00:19:38.369 --> 00:19:41.609
agents will be able to assist you, and so that's how you would reach
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00:19:41.730 --> 00:19:45.450
this and again, thanks for having
me on the show today. Appreciate it.
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00:19:47.130 --> 00:19:49.329
What jotting minisings for your time.
You was great having on the show
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00:19:49.369 --> 00:19:57.240
today. operatics has redefined the meaning
of revenue generation for technology companies worldwide.
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While the traditional concepts of building and
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required in today's fast and complex world
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can help your company accelerate pipeline at
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