How is data quality impacting your business? Data has major positive or negative impacts on your company. This presentation will show you how to analyze the health of your data, and create a treatment plan for cleaning up the mess.

1. Title Text
How to create a treatment plan for your data!

2. RINGLEAD 2020
Confidential
Bad Data Strikes Again
To grow SpringDB’s business, the new director of sales
wants to better identify customers and their needs.
Since you’re the Salesforce guru, she asks you to
provide a 360-degree view of SpringDB’s accounts.
You mosey on over to your laptop, crack open a
refreshing beverage, generate a few Salesforce
reports, and enjoy the shower of praise.
Sounds easy, right?
Wrong!

3. RINGLEAD 2020
Confidential
A few things really stand out.
With these kinds of data issues, the report is incomplete at best and inaccurate at worst. Naturally, you’re concerned.
You start a Chatter thread asking for input from all your sales managers.
Missing
Records
Duplicate
Records
No Data
Standards
Incomplete
Records
Stale
Data

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Data is constantly changing.
Source: Dun & Bradstreet The Sales and Marketing Institute
http://www.data.com/products/clean

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Confidential
No Data Management
20%
stalled productivity -
which is 1 work day/ week
Source
12%
of revenue is lost at the average
company as a result of
inaccurate data
Source
40%
of all business initiatives fail
to achieve their targeted
expectations because of
poor-quality data
Source

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Confidential
Why Does Data Quality Matter?
Survey Says...

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In fact, bad data is consistently linked with:
● Lost revenue
● Missing or inaccurate insights
● Wasted time and resources
● Inefficiency
● Slow info retrieval
● Poor customer service
● Reputational damage
● Decreased adoption by reps

8. RINGLEAD 2020
Confidential
Good Data Rocks Your World
It turns out that good data lets your company:
● Prospect and target new customers
● Identify cross-sell and upsell
opportunities
● Gain account insights
● Increase efficiency
● Retrieve the right info fast
The list goes on and on. You check out some case studies on the benefits of good data.
● Build trust with customers
● Increase adoption by reps
● Plan and align territories better
● Score and route leads faster

9. RINGLEAD 2020
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Assess the Quality of Data
Learning Objectives

10. RINGLEAD 2020
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Determine How Your Business Uses Data
BUSINESS OBJECTIVE DEPARTMENTS NECESSARY DATA
Advertise new services Marketing
Name, Company, Email, Address, Phone, Industry,
Number of Employees, Annual revenue
Score and route leads Sales
Name, Company, Email, Address, Phone, Number of Employees, Annual Revenue,
Industry, Status, Owner, Last Modified Date, Lead Score, Next Steps
Track and convert leads Sales
Name, Company, Email, Address, Phone, Number of Employees, Annual Revenue,
Industry, Status, Owner, Last Modified Date, Lead Score, Next Steps
Plan and align territories Sales, Marketing, Customer Support
Name, Company, Email, Address, Phone, Number of employees, Annual Revenue,
Industry, Owner
Track service requests Customer Support, Sales, Legal
Name, Company, Email, Address, Phone, Priority, Reason, Escalation Details,
Type of Request, SLA Flag, Request Origin, Description
Identify cross-sell and upsell opportunities Sales, Marketing Company, Industry, Annual Revenue, Number of Employees
Bill customers Customer Support, Sales, Legal, Finance Name, Company, Email, Address, Phone, Products Owned
Communicate with customers Sales, Marketing, HR, Customer Support, Legal Name, Company, Email, Address, Phone, Products Owned

11. RINGLEAD 2020
Confidential
Review Data Quality Reports and Dashboards
DATA QUALITY
DIMENSION
DESCRIPTION HOW TO ASSESS IT
Age
Data doesn’t age like fine wine. What was
the last time each record was updated?
Run a report on the Last Modified Date of records.
What percentage of records have been updated recently?
Completeness
Peanut butter without jelly? No way! Similarly,
you can’t find upsell opportunities without complete
company hierarchy and industry information. Are all
key business fields on records filled in?
List the fields required for each business use. Then run Field Trip to
show the percentage of blanks for these fields.
Accuracy
You don’t win Olympic gold for missing the target.
Is your data as accurate as possible? Has it been
matched against a trusted source?
Connect verification services via the RingLead Data Exchange. Then
match your records against a trusted source and tell you how
your data can be improved.
Consistency
Is the same formatting, spelling, and
language used across records?
Run a report to show the values used for date, currency,
state, country, and region fields. how many variations are
used for a single value?
Duplication
Sometimes two isn’t better than one. Duplicate
data often means inefficiencies. Are records and
data duplicated in your org?
Use the free app DupeDive from the AppExchange or sign up for a
trial of RingLead’s Data Orchestration Platform to run more complex
data quality analysis across any object.
Data quality has
several key attributes.
It’s important to
understand these
dimensions before
you try to fix any
data problems.

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Three pillars of data orchestration:

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DATA CLEANSING & ICP ANALASYS
● Missing Data
● Duplicate Data
● Non Standard Data
● Incomplete Data
● Stale Data
1
● Validate
● Normalize
● Enrich
● Segment
● Dedupe
● Link Leads to Accounts
● Delete Stale Data
● Build with ICP lookalikes

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1-10-100 Rule
To verify a record
when you get it
If you do nothing
$1
$100
If you have 500K records, and 30% of them are
inaccurate, you will spend (or lose) $15M if you
attempt to use those records –
versus $150,000 to prevent the issues.
PREVENTION CORRECTION
$10
To clean it later
FAILURE
George Labovitz and Yu Sang Chang, 1992

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Where is all this data being created?
Multi-channel communication is more popular than ever…
Where do companies collect data?
On average, respondents use 3.4 sources to
collect customer contact data.
• 73% of companies collect data from their
website.
• 60% collect data from face-to-face sales
teams (60%).
• 54% collect data from call centres.
• 47% of organisations collect contact data via
mobile websites or apps.
(click to enlarge)

16. How endemic is
the problem?
Data checking:
Excel spreadsheets?
• Only 38% use software to check data at the
point of capture.
• 34% use software to clean data after it has
been collected.
Meanwhile, 38% continue to carry out regular
manual checks on Excel spreadsheets,
while 26% say they use one-off manual checks
for seasonal campaigns.
Startlingly, 23% of companies rely solely on
manual checks to check their contact records.

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PREVENTION / REAL TIME WORKFLOWS
● List Import
● Manual Entry
● Web Forms
● System Sync
2
● Identity Resolution
● Validate
● Normalize
● Segment
● Match dupes
● Link to Account
● Route based on account ownership or other
workflow
● Unlimited Round Robins

18. RINGLEAD 2020
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● The odds of calling to contact a
lead decrease by over 10 times in
the first hour.
● The odds of qualifying a lead in 5
minutes versus 30 minutes drop
21 times. And from 5 minutes to 10
minutes the dial to qualify odds
decrease 4 times.
● How significant is a 100x increase
in contact ratios on the value of
leads?
● How much effect does a 21x
increase in qualification have on
the overall sales revenue of a
company?
● How many companies
understand the importance of
this strategy?
It is even more eye-opening: begin calling for just 1 hour…
Speed and accuracy matter (Lead Response Study)

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Territory Planning, Assignment Rules,
and Round Robin
● Geography
● Vertical
● Size of Company
● Competitors
● Capital Raised
● Crunchbase Rank
3
● Analyze for ICP Segments
● Score Accounts and Persons
● Create Territories
● Assign Users to Round Robins
● Set Time off and governor limits
● Set SLA for reassignment for no activity

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BATCH - Try it yourself with native Salesforce
functionality
No solution for
normalizing
States batch &
realtime
No solution
Normalize
Account
Names batch
and real time
No solution for
normalizing &
Segmenting
job titles
No solution to
perform Mass
Deduplication
No Cross
Object
Dedupe or
Dupe
Prevention
Custom
Matching has
limited match
types
No Linking
Leads to
matched
Accounts
No Merging
Custom Object
Records
Limited Mass
Update
Limited
Deletion
of 250 records
Salesforce
Duplicate
Management
Limitations
No auto
converting
Leads to
Contacts in
matched
Accounts

21. RINGLEAD 2020
Confidential
PREVENT - Try it yourself with native Salesforce
functionality
No solution for
normalizing
States batch &
realtime
No solution
Normalize
Account
Names batch
and real time
No solution for
normalizing &
Segmenting
job titles
No Cross
Object
Dedupe or
Dupe
Prevention
Custom
Matching has
limited match
types
No Linking
Leads to
matched
Accounts
No Merging
Custom Object
Records
Limited Mass
Update
Salesforce
Import lacks
data quality
automation
Web to Lead
Lacks data
quality
automation
Third party
system sync
without data
quality
automation
Limited logic
for while you
type duplicate
prevention
No auto
converting
Leads to
Contacts in
matched
Accounts

22. RINGLEAD 2020
Confidential
ENRICH - Try it yourself with native Salesforce
functionality
No solution for
normalizing
States batch &
realtime
No solution
Normalize
Account
Names batch
and real time
No solution for
normalizing &
Segmenting
job titles
Salesforce
Import lacks
data quality
automation
Web to Lead
Lacks data
quality
automation
Third party
system sync
without data
quality
automation
Limited logic
for while you
type duplicate
prevention
Account
territories take
forever to set
up
Limited
Account Based
Assignment
capabilities
Lead
Assignment
Rules & Round
Robin lacking
features and
flexibility
Limited Data
Providers
available for
validation and
enrichment
Data.com
Sunset. What
are you going
to do now?
No built in
Email
Verification
No built in
Phone
Verification
No built in
physical
address
Verification

23. RINGLEAD 2020
Confidential
ROUTE - Try it yourself with native Salesforce
functionality
Salesforce
Import lacks
data quality
automation
Web to Lead
Lacks data
quality
automation
Third party
system sync
without data
quality
automation
Limited logic
for while you
type duplicate
prevention
Account
territories take
forever to set
up
Limited
Account Based
Assignment
capabilities
Lead
Assignment
Rules & Round
Robin lacking
features and
flexibility

24. RINGLEAD 2020
Confidential
6 case studies
If you do nothing
$100
If you have 500K records, and 30% of them are
inaccurate, you will spend (or lose) $15M if you
attempt to use those records – versus $150,000 to
prevent the issues.
RingLead Case Studies
…and more!