The quality of your customer database dictates the quality of every commercial decision. A database riddled with duplicates results in skewed reports, double-sent marketing campaigns, and internal disputes over account ownership.
Data maintenance is not a one-off project but a continuous routine: strict entry rules, periodic audits, and a designated data owner.
In short
- Unique identifier: Use normalized Tax ID/VAT numbers, never just the company name.
- Account ≠ Contact: Model legal entities and individuals as separate but linked entities.
- Hierarchies: Map complex structures like corporate groups, headquarters, and branch offices.
- Automated deduplication: Apply matching rules instantly during every data import.
- Data stewardship: Assign a clear owner responsible for overall data quality.
Minimum fields for a B2B account
Start with these essentials to ensure data utility without overwhelming your team:
- Legal name and Tax ID (VAT number).
- Billing address and distinct shipping locations.
- Industry vertical and customer segment.
- Assigned account manager.
- Agreed commercial terms and payment conditions.
The maintenance routine
Monthly: Audit new duplicates and identify accounts without owners. Quarterly: Review inactive accounts and update or archive contacts who have left their roles. Annually: Re-evaluate the field structure and remove unused data points to maintain system performance.
Frequently asked questions
See how it works in CRMconnect
Native modules for sales, quoting and reporting, integrated with the ERP you already run.
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