Conrin Salesforce Contact validation chart

Data Hygiene

Best Practices for Economic

Development Organizations

Everyone knows economic development organizations must maintain accurate company, contact, project, and BRE data. Protecting and nurturing this information is critical for the long-term health of the organization.  A well-managed CRM is the only way to capture and manage this mission-critical data.

Frequently, CRM is the first thing moved to the backburner when the unexpected occurs.  And, in most cases, that is the correct decision. Last-minute site visits or RFP requests are high visibility and time-sensitive. The challenge is to make sure CRM isn’t completely forgotten.

Where to Start

Forbes magazine’s “Best Practices For Data Hygiene” article details the process of auditing and maintaining an organization’s contact records.  Based on my background with CRMs in the economic development space, I would like to offer my best practices.  It all starts with “The Audit”.

The Audit

The audit doesn’t require an overly complex analysis of the entire data set.  A sample will provide insight into the overall data hygiene of the CRM.  A series of basic reports are a great place to start:

  • Created date: Companies created more than three years ago may need updating in areas such as new/improved products and services; primary contact information; expansion locally or abroad and new worker counts.
  • Last modified date: Contact information that hasn’t been updated in more than three years is likely to be inaccurate.  These days, contacts are likely to have moved on to new roles or actually left the organization.  According to CNBC, at least one in four people quit their job this year, and the share could grow before the end of 2021.
  • Email verification:  Invalid email accounts are a sure sign that contact has left the organization.
  • Conrin’s email verification service identifies contacts with invalid email addresses.  Records with bad email addresses  – are tagged as “Inactive” in Salesforce.com.

Data Cleansing

Conrin Salesforce Contact validation chart

 

Your CRM data has been entered by many people over the years, so don’t be surprised if there is a lot to do.   Don’t, however, bite off more than you can chew.  Data hygiene is a continuous process.  Look for low-hanging fruit and move on from there.  The best place to start is with your contact records.

Contact information is typically the largest “bucket” of dirty data within a CRM (see above). Review the reports created during the audit:

 

 

  • Start with the highest priority records by criteria
    • Companies and contacts associated with projects
    • BRE-related contacts
    • Investor contacts
    • Contacts related to companies within key industry sectors
  • Take advantage of Conrin’s new contact validation service.  Contact email addresses are validated using an automated process.  The service provides both a dashboard and status report email status for all contacts managed within the CRM database.

Upon client approval, Conrin electronically tags records as “Inactive” within the contact record in Salesforce.com.  This process provides the ability to leverage email validation to quickly identify and update invalid contacts.

Conrin Data Hygiene Contact ValidationData Quality Guardrails

Now that you have made the first step into the world of data hygiene, be sure tovimplement guardrails to ensure ongoing data hygiene.

  • Leverage Salesforce’s dupe blocking feature. It helps prevent duplicate entry in real-time (and it’s free!).
  • Analyze field utilization.  Simple is good.  If a field isn’t needed, remove it.
  • Search for multiple fields with the same purpose. Example:
    • County picklist – Morgan County
    • County text – Morgan Cty; Morgan; Morgan County
    • Disable and remove the text field (this can be done electronically)
  • Remove unused tabs and page components to simplify navigation and data entry.
  • Training – Do not underestimate the importance of training team members on the importance of quality data entry compliance.
  • Ongoing review – Running reports every six months is a great place to start.  You will be able to spot areas that need to be addressed before you fall back into the data hygiene nightmare!

 

Repeat.  Data hygiene is an ongoing process!

Free Data Hygiene Audit

Conrin is offering a complimentary audit that includes the following:

  • Recommendations on formatting Salesforce to support ongoing data hygiene – Replace with “Field and page layout analysis and recommendations to improve accurate data entry
  • Summary contact verification based on email deliverability report
  • A formal report outlining findings and recommendations for moving forward
  • A follow-up call to review findings and recommendations

 Contact us today to schedule your free audit!

tsmithee@conrin.com

616-340-4519

Conrin Inc Salesforce EDO Data security

Salesforce Data Security Webinar

Data security.

What happens if……..

  • Your password and username are stolen and your online banking accounts are compromised?
  • Your password and username are stolen and your credit cards are maxed with fraudulent charges?
  • Your password and username are stolen and the your company’s data is held hostage, pending payment of a “ransom”

Data security needs to be part of any company’s business continuity plan.

How many of us use one or two passwords for all of our accounts?  It can be hard to remember 75, 50, even 10 passwords. But when we use the same password over and over, we leave ourselves open to hackers.

We’ve seen identity thieves take advantage of people in all kinds of ways. In the last couple years, I’ve had to deal with fraudulent international flights, credit card purchases, and tax returns. It is no wonder why so many companies are offering identity theft insurance.

EDOs need to make sure they’re protecting their data and not leaving themselves open to serious security issues.

 

A great way to learn more about this is at Salesforce’s multi-factor authentication (MFA) webinar on March 9 at 12:00 EST.  Here’s the agenda:

  • Introduction to MFA
  • Your Enablement Journey
  • Demo: Setting Up MFA
  • Demo: How to Monitor User Adoption
  • Resources
  • Q&A

To register for this event click here.

Data security is something your organization needs in order to stay safe online. It’s time to stop using Password123 for all of your accounts.

The #1 Way to Measure ROI on Salesforce: Campaigns

Salesforce has an often overlooked feature, Campaigns, that you might not be currently utilizing.  It comes standard with most Salesforce.com Editions and is a powerful tool that will allow you to measure ROI on various marketing activities including trade missions, email campaigns, and seminars.

Salesforce.com describes a Campaign as “an outbound marketing project that you want to plan, manage, and track within Salesforce. It can be a direct mail program, seminar, print advertisement, email, or other type of marketing initiative. You can organize campaigns into hierarchies for easy analysis of related marketing tactics.”Measure ROI on Salesforce with Campaigns

Campaigns allows you visualize your marketing efforts and their ROI on Salesforce. You can create valuable reports that track and measure your campaigns, and their success or failures. Campaigns allows you to define a “success” that you establish at the beginning of the campaign will gauge the level of success for the audience targeted, responses, and impact on Projects as well as jobs created, projects closed, and overall response rate.

Once a campaign has started, you then track responses, through lists loads, web-to-lead forms, or syncing it with a marketing automation tool. This will allow you to report on the Campaign success and impact to opportunities.

Campaigns in Salesforce allows you to select specific groups that you want to contact based on certain criteria. Your Campaign history then shows up in the Contact and Lead record, giving you a quick idea of what people are responding to. The best part of Campaigns? It tells you the ROI on trade missions and all campaigns, as it is related to Projects.

If you are a Conrin client, you most likely already have Campaigns. It is included with the Enterprise Edition and Professional edition of Salesforce. Our goal is to have you use Salesforce to the best of its ability, so why not take full advantage of something you are already investing in?

Contact us for a free demo! It’s simple enough to set up yourself, but we are always here to help.

Improve CRM with Salesforce

Customer Relationship Management (CRM) is the practice, strategy and technology that companies use to manage and analyze customer interactions and data throughout the customer life-cycle. The goal of a successful CRM is to improve business relationships with customers, assist in customer retention and drive sales growth. CRM is not just a sales and marketing tool, but instead is one of the biggest ways to improve productivity – from HR to customer services.

Salesforce Implementation of CRM

Salesforce is the world’s #1 CRM app. The offer features such as Sales Cloud, SalesforceIQ, Service, Cloud, Marketing Cloud, Community Cloud, Wave Analytics and more that improve your daily tasks all the way down to your organization’s bottom line.

Average improvements among Salesforce customers reflect favorable returns: a 36 percent increase in sales productivity, a 25 percent increase in sales pipeline, a 26 percent increase in sales win rate, a 30 percent increase in revenue, and a 45 percent increase in forecast accuracy.

Many think that CRM is just a software, however it is much more than that. It is a comprehensive approach to a lasting relationship with your customers. The most important factor of successful customer relationship management practice is human connection. Once an organization has their “people,” it then creates their process and puts their technology in place. This technology continually evolves around the needs of the people and process.

Conrin Salesforce Implementation

At Conrin, we focus solely on implementing Salesforce for economic development organizations across the nation. We follow a strategic three step approach that allows us to perform one-user implementations to complex, state-wide projects. Our first step is process discovery, then system configuration completed by step three, where we finalize deliverables. Salesforce Implementation is different for each client, but this process is flexible for each client.

If your CRM software does not take a holistic approach, or your organization does not use one at all – contact us.

Show Your Economic Development Value for EDOs

Salesforce.com helps EDOs show Economic Development Value

Every Economic Development Organization wants to be able to show what they are doing to help provide value on every project they are working on. One of the keys to showing that is having a CRM that can track such data. With Salesforce.com, it can be configured in such a manner that will allow you to track site visits per project, which helps you justify your work to your constituents. Salesforce will provide metrics that will also allow you to show all your activity for each property and what kind of activity you have been doing so you can avoid those “What have you done for me lately” possibilities that sometimes come up just due to lack of data.

You will be able to show your value and worth to your community by showing different stakeholders that you are working to help them because of the data that you can provide.  This helps alleviate some politics that sometime accompany what you do.  There is also transparency where you can also show stakeholders what potential buyers are saying about their properties which allows them to (stakeholders) to make improvements to better market their property. These features allow EDOs to provide feedback to property owners on how they might make changes to their property to make it more attractive to buyers/leasers which aids in making your pitches more efficient.

If you are considering other CRM systems like ExecutivePulse or Synchonist – they do not have the reporting capabilities to be able to show this like Salesforce.com does.  At Conrin, we regularly “upgrade” our EDO clients from both of these other platforms because of ways we can improve your ability to show value and return-on-investment (ROI).

Find out more about how we can help by contacting Todd at 616-897-4325 or use our form.

Ask Us Anything – Salesforce CRM Services

It is no secret that we love Salesforce. We love the benefits that it brings to our customers, the ease of use, the organization, and the list goes on. Salesforce is in the business of making others successful, and that is what we strive to see. However, sometimes Salesforce brings up questions.

That is why Conrin is here for you.

Salesforce is a vital tool in the marketing process; you can identify marketing opportunities, devise strategies, oversee implementation, evaluate results, and focus on what really matters – your customer. Do you feel as though you are missing out on growth opportunities in Salesforce?

There are times Salesforce will make an announcement, and you aren’t sure if that affects you or what it even means.

Perhaps you gave Field Trip a try and can’t figure it out, or feel like you aren’t seeing the benefits.

Maybe you decided to poke around AppExhange and came across an app that looks like it could be useful for your organization, but are not sure how to implement it or if it will really be useful for you.

Whatever your question at hand may be, we are here to assist you with the implementation of Salesforce, as well as making sure you are getting the most out of all the great features Salesforce has to offer.Salesforce CRM Services

Ask us your CRM Services Questions

We want your Salesforce experience to help your organization excel and achieve success efficiently. So we want to know, what can we help you with? Do you want to know about helpful apps in AppExchange? Or maybe you want to hear about a client’s story of what worked for them.

Let us know in the comments or let us know on Facebook or LinkedIn.

Learn more about how CRM services can benefit your economic development organization.