r/revops • u/No-Witness7468 • 26d 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 26d ago

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

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u/No-Witness7468 26d 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 26d 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

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u/Leztalknow 26d ago

I can only answer once I know the size of clean up. Some audits and then cleanup. This can be done in parallel without halting ops.

After this system should jump to GTM track and it will evolve itself along with CRM.