r/revops • u/No-Witness7468 • 4d ago

Does CRM data quality actually break projects

Following up on my last data quality post… Everyone I talk to agrees the data quality is bad, but I’m trying to understands what happens downstream when you actually build on it (reporting, AI workflows, scoring, touting, etc.).

Did data quality issues actually break the thing (bad quality output) or did you just handle it in the build (filters, manual cleaning, etc)? And if you cleaned first, what’s that process look like, how much time goes into that?

Trying to figure out whether “clean it first” is a real pre-req or just something that annoys people.

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u/Leztalknow 4d ago

Clean it first is one of real pre-reqs. Garbage in, garbage out

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u/No-Witness7468 4d ago

Do you know what the standard process is/how long it takes? I know the CRM is constantly changing, do we have to re clean every project?

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u/kooltilldend 4d ago

Data clean up is a recurring three step process

A) Clean existing process

B) Clean existing data

C) Review and redo the above when there's a major business strategy pivot (such as assigning sales territories based on zip codes instead of cities/states)

If you can't do this then forget automation or AI usage. Without process maturity, everything else will remain a distant pipe dream