How to Keep Your CRM Data Updated and Avoid Duplicates

CRM Data, Duplicates & Job Change Problem Having worked with multiple mid market companies the #1 reason why CRM gets messy and RevOps systems are broken is still job changes. So I wanted to share how I can you can now keep CRM Data Updated After 2-3 years your CRM is full of duplicates. 20-50% of the contacts have changed job. Your CRM data is now trash. You invested multiple 6 figures for a broken system that AEs don’t want to update since it has unusable data and it’s seen as a time waster. Here's how to solve it: 1) Connect your Salesforce/HS reports to Clay. You can connect multiple reports and you can create a schedule to get new contacts every day/week from the CRM to Clay in case new contacts are added by sales or marketing sources. 2) You just need the b2b email. Many talk about b2c emails but there’s low data coverage. Force every form to accept b2b emails only. Align AEs and SDR to only add contacts with a B2B emails. From the B2B email it is very easy to get the LinkedIn profile which is what we need. 3) From there you can get any personal or company data. Make this enrichment column to run every month and double check if the contact is still working at the same company. Everything runs on autopilot. 4) If the contact changed company, lookup the CRM using the old email and mark the contact as ‘left company’. Then check if the new record exists, if not add a new contact under the right account (if it exists). 5) Activation. If you have 300 paying customers, you are probably in touch with at least 1000 people. From 1000, 200 will probably change jobs this year. Activate the AEs when this happens, 200 warm intros is something HUGE for the pipeline if played in the right way. Congrats! You finally solved what 99% of mid market companies can't with 200$/m