5 key steps in CRM data maintenance

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Lucas Perret, the sales operations manager at lemlist, streamlines revenue processes and drives daily growth with technology and workflow automation.

Lucas shared the most important procedures he takes to make sure his CRM data is up-to-date.

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Lucas explained that CRM data decays business development directors email list quickly: “People switch companies and job roles. Around 30% of CRM data become outdated after 1 year.”

CRM data maintenance: 5-step framework
1 Step: Have a process to avoid duplicates during import.
“Use email or LinkedIn URL as a unique ID for contact. And domain and company LinkedIn URL for companies.”

“Normalize domain format to avoid having duplicates, like lemlist.com and Luccas added.

He recommends formatting all domains in this format.

2 Step: Do not hesitate to delete old data.
“If a lead has not been used for more than one year, and there are no interactions with a salesperson, you can delete it from your CRM,” Lucas assured.