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For business · Data quality

Five CRM data checks before drawing conclusions.

Without these checks, a CRM report can confidently show the wrong picture.

  1. Freshness

    When did new deals last appear in the CRM? If the source stopped sending data, yesterday’s revenue will look like a drop.

  2. Are the key fields filled in

    Amount, stage, date and owner should be filled in. If a loss reason is given for only a third of deals, it is too early to draw conclusions about why deals are lost.

  3. Duplicates

    A customer entered twice inflates the number of new customers and deflates repeat purchases.

  4. Statuses and stages

    A renamed or added funnel stage changes conversion after the fact. Check the stage definitions before comparing periods.

  5. Why two reports do not match

    Most often the reports count differently: paid or invoiced revenue, deal creation date or close date, different filters and periods.

    • What exactly is counted
    • Filters
    • Period and reference date
    • Which source is the main one
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For business · Data quality

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