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A CRM database is a central repository for all of your company’s client and prospect data. It gives marketing and sales teams a single source of truth, which makes it easier to manage, organize and use data to create perfect customer experiences.

A well-designed CRM can provide a comprehensive knowledge of the interests of customers and purchasing habits. This allows marketing and sales to send out targeted messages that improve conversions.

However, a CRM is only as good as the quality of its information. If the database is messy, unorganized, or has inaccurate or outdated information, it will make it difficult for employees to find the information they require. The best CRMs will incorporate tools that minimize the risk of data being dirty. This includes automating as much of the entry process as it is possible to avoid errors caused by human intervention. Regular data audits are beneficial.

The method of training and the structure of the users can impact the quality of the CRM database. Your team needs to be able to operate the database properly, regardless of regardless of whether they’re using an easy spreadsheet or a sophisticated CRM system like Pipedrive. It is ideal for your CRM to have a training program which teaches your employees how to make the most of the tool to meet your business needs and sales lifecycle. If you run an online store, for example you could give your employees access Pipedrive Academy, which offers demonstrations and tutorials.