A CRM database serves as a central point for all of your company's client and prospect information. It provides sales and marketing teams with a single point of truth, making it simpler for them to organize, manage and utilize data to design the best customer experiences.

A CRM can provide a more insight into the client's purchasing habits and their interests. This allows marketing and sales to send out messages that are more targeted and increase conversions.

However, a CRM is only as good as the quality of its information. It will be difficult for employees to find the information they need when a database is unorganized dirty, messy, or includes outdated, incorrect or incorrect data. Ideal CRMs will include tools that limit the possibility of data that is dirty. This means automating as much of the entry process as it is possible to limit errors caused by human intervention. Regular data audits are also helpful.

The method of training and the structure of the users can affect the quality of the CRM data base. Your team needs to be able to utilize the database properly, regardless of whether they're using a spreadsheet-based platform or a sophisticated CRM such as Pipedrive. In the ideal scenario, your CRM will include a training program which teaches your employees how to make the most of the tool for your company's needs and sales lifecycle. For example, if you run an e-commerce store, you could provide your employees with access to the Pipedrive Academy for tutorials and demonstrations.