Adam Sand shows why messy CRM data kills reporting. When sales reps write "Price" or "price" or "cost too high" in the same field, you can't trust your numbers. He walks through normalizing data with automation and fixing integration problems like user ID mismatches between systems.
Data management is ensuring that you and your team have a clean, consistent data that can be reported on. And this comes down to process, process, process, process. And yes, I say process. Weird. That's just me being Canadian. We want to be able to trust our reports, but without consistently enter data or without leveraging automation tools to enter consistent data for you, it will be very difficult to trust your reports. This is the challenge. It's important to use the correct property type for data that needs to be reported on. This is a super common issue that I see in people's CRMs when they come to us is a lot of unstructured data. These are manual text entry and they're difficult to generate reports on because it's binary. It's either it's empty or has something in it. So if you have like a closed lost reason and one is price and the other one with a capital P and the other one is price with lowercase p, if you were to like look at all your potential closed loss reasons and there are only two things, and it was priced with a capital P or priced with a lowercase p, it would actually show as two closed lost reasons. But they're both the same thing. So then you don't really get an accurate report. Now if it's a cost too high, well now you've got a third option that means the same thing. Too much is a fourth thing. Thing that means the same thing. So open text fields are difficult to report on. We want to have structured data wherever possible. A way to deal with unstructured data, getting it to become structured is you have no choice. Sometimes you have to collect the data to then structure it. So you would collect the data, then export that data. So you take that out and now ChatGPT makes it so easy. I feel like an old man walking uphill both ways with paper shoes and a snowstorm. Because back in the day we had to do this a way harder way. But now you could just say export all my deals with two columns, close lost reason and the deal number. And then you take that and you shove it into ChatGPT and you say, hey, I have a column that has a bunch of closed lost reasons reasons we lost deals. Can you break that into. And this is mece. You want to remember this? Mece M E C E mece. Mutually exclusive. Collectively exhaustive. This was like opening up the Jurassic park doors to a new world for me when I learned mece. Mece means mutually exclusive. So. So that means that each one of these things is different than another. A Cat and a dog, they are different from each other. But if you have a list of animals, cat and dog is not collectively exhaustive of all animal types, right? There's more animal types than cat and dog because you could have elephant and giraffe and bird and then bird, cat and dog, they are mutually exclusive, they are different things. But if you have dog and cocker spaniel, those are not mutually exclusive because if it's an animal type, cocker spaniel is a type of dog. When you tell Chatg, please look at this list of closed loss reasons and try to provide me with a set of mutually exclusive and collectively exhaustive options that could combine these. So price, too much cost and lowercase p price, those are four things that mean the same thing. Those are not mutually exclusive. But together if you said price, they would be collectively exhaustive of those four things. If it's an external system, it's not reportable. So you always want to get your data into your CRM if it has to do with your customer or the process. So this is why it's harder to work with systems like Rivi and integrate them elegantly. Because when we create a new user in a rivee and create a new user in HubSpot, HubSpot has to know who that user is in a rivee so that when Rivi completes a task, it sends the outside sales back. But a user in Arrivi has a number. Let's say it's a five digit number, 1, 2, 345. And let's say in HubSpot it has a ten digit number, it's 1, 2, 3, 456-7890. We have to teach arriving HubSpot that hey, user 1234 is user 1234567890 and those two are the same thing. So whenever this says this says 1234 5, go back and set the outside sales to 1, 2, 3456789 zero. So that requires us to basically. Or you, you know, someone has to go into arriving and basically add that user to the list so that arriving HubSpot know who those two things are and that's that little bit extra work. Connecting external systems requires a little bit more work, but when done elegantly, your business can scale. You just have to have a process for adding a new user that includes that step. This is one reason why RBP has these rev ops programs is we include some fuel for you to constantly keep maintaining your system because this is what causes CRMs to die is like you stop setting it up properly?
