A few duplicate records here and there might not seem like a big deal. Until they are.
Here’s what happens:
Your sales team reaches out to the same lead twice
Marketing sends the same email to the same person from two workflows
Reporting starts looking wonky – because your totals aren’t accurate
Small cracks like this erode trust in your system.
And when trust in the CRM drops? People stop using it properly. They build their own workarounds. And the cycle continues.
Investing in data hygiene isn’t just about “tidying up” – it’s about restoring faith in your systems, which directly impacts your bottom line.
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