How clean is your sales and marketing data?

March 21, 2022 | 4 minute read
Mary Correnti
Product Manager, Oracle Sales
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Bad data leads to bad decisions. Without access to accurate, high-quality data, it’s more difficult for sellers to work effectively and efficiently—and ultimately close deals. That’s why it’s imperative to have enriched, quality data in your customer relationship management (CRM) system. Unfortunately, that’s not often the case.

Beagle Research found that 85% of sellers admit to making potentially embarrassing mistakes due to faulty CRM data. Is unreliable data impacting your sales and marketing teams?

Ask yourself these questions:

  • Do my sales reps spend a lot of time doing their own manual research on prospects?
  • Do they have to use other systems to validate CRM data? 
  • How much more effective would marketing be if more accurate and complete data fueled their segmentation efforts? 
  • If someone asked me to quantify the accuracy of the data residing in our sales and marketing systems, would I be able to? 

To better understand the quality of your data, get started with a complimentary data health scan available in Oracle Cloud Customer Connect. (Account required)

If you haven’t already done so, register for Cloud Customer Connect, Oracle’s premier online cloud community designed to facilitate peer-to-peer collaboration, enable members to keep pace with product strategy, and provide a feedback channel to Oracle development. Sign up today to start leveraging the collective knowledge of Oracle customers and product experts!

Why you need a strong customer intelligence strategy

One of the main causes of erroneous data is that brands aren’t aligned on an enterprise customer intelligence strategy. What data points will you gather and then act on? What solution(s) will you use to collect, unify, store, and analyze customer data? How will you verify the accuracy of your data to create and maintain records you can trust?

Without such a strategy in place, invalid and incomplete data is pervasive, starting with errors and oversights made during manual data entry and continuing over time as the data in sales and marketing systems decays—eventually becoming obsolete. 

Creating such alignment begins with a customer data mastering solution, like Oracle Customer Data Management, which works to fuel a business’s front- and back-office applications with a single customer master record that’s complete and correct. 

Our customers are tackling data quality challenges both at the point of creation and over the long term by leveraging the built-in CDM capabilities of Oracle’s CX solutions. Here are just a few of the features:

  • Smart Data auto-completes data as it’s being entered into the CRM, drawing from trusted and validated third-party sources.
  • Address enrichment keeps customer location data fresh and accurate over time. 
  • Oracle DataFox Data Management enriches account records with real-time event signals.
  • Account and contact enrichment via Dun & Bradstreet completes the customer profile with continuously refreshed second- and third-party attributes.

Oracle and Dun & Bradstreet Data Health Scan

When it comes to building a customer intelligence strategy, you can take it one step at a time. Understanding and quantifying the current state of your data is a great place to start. That’s why Oracle teamed up with Dun & Bradstreet to offer our customers a complimentary data health scan. 

Every Oracle Sales and Oracle Eloqua Marketing Automation customer is invited to use the Oracle and Dun & Bradstreet Data Health Scan for free. The scan provides you with the following insights: 

Summary of data quality

Quickly view the number of duplicates, records missing key attributes, and out-of-date business records.

Summary of potential account data enrichment 

Identify the percentage of company records that could be enriched with accurate third-party data.

Assessment of the completeness of the enriched corporate hierarchy

Receive an analysis of company data and how entities are legally linked within a company. 

Analysis of data: global coverage, industry, employee size, revenue 

Understand data coverage and enrichment by geographic region, industry, employee size, revenue, and several other attributes.


Oracle remains committed to equipping sales and marketing professionals with tools they’ll use and love. A big part of that is having clean, accurate, and complete data to fuel those systems that sales and marketing professionals can trust. 

Log in to Oracle Cloud Customer Connect to complete your free data health scan today. (Account required)

Additional Resources

Check out “Essential Strategies for Customer Data Management” to see how a CDM system can help you create a single, accurate record for each individual and company in your database.

To learn more about Oracle Customer Data Management, take the brief product tour below.

Oracle Customer Data Management product tour

Mary Correnti

Product Manager, Oracle Sales

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