Your CRM Data Quality Problem Is Probably Older Than You Think
CRM data quality doesn't collapse overnight. It decays gradually โ and by the time it shows up in a missed forecast or a broken routing rule, it has usually been degrading for months.
The typical warning signs come late:
โ Forecasts that keep missing because stage data no longer reflects real buyer behavior
โ Leads routed to the wrong reps because firmographics were never updated
โ Campaigns targeting segments built on attributes that decayed six months ago
โ Renewal dates that passed without a flag because stakeholder data was outdated
โ RevOps spending more time correcting data than building systems
What makes CRM data quality so hard to maintain isn't the platform โ it's the three structural issues that keep regenerating bad data regardless of how many cleanup projects run.
Integrations that overwrite validated fields on every sync. Lifecycle stages that mean different things to different teams. Contact and account data that decays continuously because nobody is running enrichment on a cadence.
A serious fix addresses all three at the same time. Not a one-time deduplication. A structured program.
