Irrespective of whether your business is using an easy to use CRM or any other business growth technology solutions, sales, and marketing teams in any organization are overtly enthusiastic about data.
This is because sales and marketing reps understand the importance of data-driven processes and use data readily in their day-to-day works.
Nevertheless, they are happier than others (namely people working in the IT departments) those that manage how the data is collected, stored, and maintained in its database.
However, in the modern digital era, the line between IT departments and other areas in businesses is blurring very quickly, and so data in any form is now an asset that can be distributed company-wide which can impact not only marketing and sales but even finance, HR, customer support, and others.
Therefore in this age of GDPR and CCPA Acts, establishing an effective data governance policy in place that your entire team can follow is most crucial for all businesses.
Now, supported by the correct technology, your data governance policies need to involve several employees that comes into contact with customer data in one way or another.
Hence, once you establish the right data governance policy, it most important that your marketing and sales teams adhere to its requirements.
Therefore, as one of the most popular vendors of Salesforce Alternative CRM for small businesses here we have highlighted four crucial advantages your business will enjoy as a result of ensuring a proper data governance rule for your company:
1. Eliminate Data Silos
When every department in an organization accumulates data for themselves individually, it means that their colleagues in other departments are unable to access or make use of that potential information easily.
Data silos are a bane for all modern businesses and can cause untold issues.
For example, if marketing is unaware of where each lead is in the sales funnel, they can easily target wrong leads and send wrong communications. Whereas if sales do not know what complaints are in process with reps
working in customer service, the can aggravate unhappy customers with an ill-timed call.
Hence upholding a company-wide data policy makes sure that data is shared across the organization seamlessly. For this, a data governance system that is centralized like an easy to use CRM software is the key to provide your staff permission to access to all data accumulated from relevant sources they need to succeed in finding business growth.
2. Encourage The Sharing Of Insights
Just like in this digital age, IT is no longer the only department responsible for the governance of data, similarly neither your marketing and sales teams are exclusively responsible for delivering proper CX (Customer Experience) to the consumers of your offering(s).
Therefore, once more for ensuring better CX different teams now need to share the burden of data and thereby find the benefits of the insights they receive from it.
These shared responsibilities in modern times make far more efficient use of company time and resources.
This is because, as one team in the company uses and analyzes the data, their work can reveal unfound insights that might prove incredibly relevant to other teams.
Here are a few possible scenarios that can arise out of such activities:
• Your company’s customer support department can share its findings with R&D teams to help them improve the quality of your brand’s products and services based on customer feedback.
• Your IT department can use insights found by marketing to boost your business website’s usability which can help in attracting more appropriate deals and thereby close them quickly.
• Your marketing and sales teams can work closely with your IT teams to translate complex data into simple visual representations that can reveal the missed buying patterns of your consumers.
Hence a strong data-centric culture in any organization that can be implemented by performing right data governance can encourage information to be shared for better business growth.
3. Boost accountability and collaborations
Another key benefit of a comprehensive data governance policy is that it promotes greater accountability among your employees.
For example, an easy to use CRM that is accessible and open to all users ensures optimal transparency. This is because when any data is updated or deleted, CRM is a software that will let everyone know immediately who had made those changes.
Additionally, using a transparent system that allows multiple users to see where errors have been recorded (like where certain rules for inputting data have not been followed properly) which can be rectified far quickly before some serious issues arise for such divergences.
4. Keeps data clean
In modern times the volume of data that you might store is immaterial if its relevance and usability are compromised.
Therefore involving everyone in your organization in the data governance process helps to keep data in good shape, since shared responsibilities mean that your data will be regularly cleaned, updated, and purged of errors by multiple people who use it on a day-to-day basis.
Even though this can apparently sound like a laborious process, but when information is kept relevant and up-to-date businesses are rewarded with a single source of truth, and thereby time, money and resources are not wasted on communicating with duplicate or dormant leads, prospects, and customers.
Hence at the end of the day, an effective data policy is all about finding and maintaining truthful information and thereafter putting it to good use, which can help all working in your company to achieve their targets.
Now a data governance policy can never be perfect, but even then trying for the best can encourage your teams to use customer information correctly.
And so the sooner you implement the policy it will be better since doing so will take your business a step closer to using real and relevant data, and ensure that everyone in your organization can have access to it- especially if you are using an easy to use CRM for finding business growth .