CRM Data Cleansing with DueDil

30 May 2017 Alun SwiftBest practices

Maintaining a CRM with clean data is essential to ensure your sales and marketing teams are spending valuable time reaching companies that are relevant, safe in the knowledge they are using accurate and complete data.

In this post, the first in our new series on data hygiene, we will be looking at how to match your existing Salesforce account data against DueDil, and then how to export clean data to populate your CRM.

This process uses CSV files to import data, so the same method can be applied to any CRM system. We’ve included a few tips and tricks which should make this process quick and easy to repeat on a regular basis.

CRM Cleansing Process Overview

  1. Plan the CRM data you would like to cleanse
  2. Match your existing companies
  3. Import Company Number into your CRM (optional)
  4. Export DueDil data
  5. Import to your CRM

1. Plan the CRM data you would like to cleanse

If you’re responsible for Sales Ops or Marketing Ops, you will most likely be familiar with the fields that already exist in your CRM. But do you know how reliably the fields are populated or maintained, where your existing data came from, or how old and accurate that data might be? It’s also worth thinking about which fields might be missing but could be a valuable quick-win to help grow revenue in your business.

Defining a complete CRM data cleansing strategy is a blog post for the future, but for now, let’s make a simple list of the fields you wish to cleanse or add to your CRM. Here are some suggestions to start with, based on what we’ve previously found to be useful:

  • Company Name
  • Billing/Registered Address
  • Shipping/Trading Address
  • Industry
  • Number of Employees
  • Employees Growth
  • Turnover
  • Turnover Growth
  • Budget Window/Financial Year End
  • Telephone Number
  • Telephone Preference Service (TPS) Registration Status

For a full list of data points available in DueDil, check out our Data Types Overview.

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2. Match your existing companies

The next step is to take an export of your CRM’s company records and upload these into DueDil with as many of the following fields as possible to assist the matching process:

  • Your CRM’s Company ID (e.g. Account ID)
  • Account/Company name
  • Postcode
  • Phone
  • Website
  • Company number
  • Contact email

Create a new DueDil list, and click ‘Start uploading’ to use the CSV upload feature:

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When complete, be sure to look out for the ‘Import complete’ email you will receive. Click on the ‘Download results’ button, which will open your original spreadsheet appended with the match results and DueDil Company Number. This Company Number is what you will later use to match DueDil records to your CRM records.

3. Import Company Numbers into your CRM

We recommend setting the DueDil Company Number field in your CRM as an ‘External ID’ field. In Salesforce, this option is under Setup | Accounts | Fields then click on (or create) the custom field for Company Number. Tick the ‘Unique’ and ‘External ID’ checkboxes as shown:

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Setting this field as an External ID will allow you to upload lists directly using the Company Number as a unique identifier. This saves you from performing a VLOOKUP or similar against your accounts each time you wish to upload new data to your CRM.

The Salesforce Data Import Wizard gives you the option to match on this external ID field when updating existing data. If you’re using the Salesforce Data Loader, you will need to select the ‘Upsert’ option to take advantage of External ID matching.

Be careful with Excel, which has a tendency to remove the leading 0 digits in company numbers! A tip for reinstating these is to use the formula =TEXT(A5,"00000000") where A5 is the Company Number:

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4. Export DueDil data and Import to your CRM

Exporting data from DueDil is simple. Just go to the list that you created above, and click Export > Export to CSV. Choose the fields you wish to export, then click ‘Confirm and Redeem’ to download the CSV file:

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If this is your first import from DueDil to your CRM, you will need to populate the ‘Company Number’ field in your CRM. This will be used to identify records downloaded from DueDil on subsequent imports. To do this, take the ‘Download results’ file from the import confirmation email, then import the DueDil ‘Company Number’ field against your CRM’s ID field (e.g. ‘Account ID’) to populate this in your CRM.

All subsequent imports may then be performed by simply exporting a CSV list from DueDil to include all your cleansed fields. This can be imported to your CRM using the ‘Company Number’ field to match records against your CRM.

Whether you want to cleanse your CRM or better understand your ideal customer profile, DueDil's industry-leading company data will improve your internal processes and enable your Sales team to achieve success.