‘You are only as good as the data in your CRM system’.

Do you agree with this statement?

The more information that you have in your contacts database, the easier it will be to determine which customers you want to sell to, resulting in increased sales and more profit for your business.

The information you may have on file may vary from customer to customer. In some circumstances, you will have all the data you need to know if a business is one you want to work with, which is great!

In other circumstances, you will not have as many details to work with. For example, one of your salespeople may have amassed a collection of business cards that only have the company name and decision makers contact details on them. Prospects may have filled in a contact form on your website, but chose not to complete all the fields. In these cases, you may need more company data.

Adding additional data to your CRM records is known as ‘data enrichment’ or ‘appending data’. In this short guide, we will look at the data available and how you can add it to your system.

Why is appending data so important?

Adding additional information to your database will give you further insight into whether a business is one you want to work with.

For example, let’s say you provide specialise sales outsourcing to companies that offer catering services to other businesses. You will need to know two key things about the companies you want to work with:

  1. They work in the catering industry
  2. They do not have an inhouse sales team, OR they have an inhouse sales team but are looking to expand

If you do not have this information already in your CRM system, finding out the industry your prospects work in, as well as the size of the businesses and their turnover will help give a good indication as to which companies could be a good match for your business.

What information do I need?

The information you need may vary, but the following information will give you a good insight into whether a prospective customer is a good fit for you.

  • Company address (so you can see if you can provide products and services to their location)
  • Financial information such as net worth, turnover and profit (so you can determine the financial health of the business)
  • Industry and market sector they work in (so you can see if they will be a good fit for the products and services you provide)
  • Number of employees (so you can see the size of the company)
  • Premise type (as an example, if the premise only has one floor, then you will not be able to sell them a lift maintenance package!)
  • Number of branches (similar to the company address, you can see if you can provide products and services to these offices too)
  • Legal status (this is important if you specialise in sole traders, limited companies or community interest companies)

Where can I get this data?

If you want to get data to add to your CRM system, there are two ways you can do this.

Manually: You can nominate a member of staff or hire a temp or freelancer to find the gaps in your CRM and add new data. They will be able to find the information they need online or by contacting the relevant businesses for more details.

The problems are that this approach will take a long time, especially if you have a lot of records in your CRM system. Some data will also be hard to find. For example, limited companies will have financial information on the Companies House website, but sole traders and partnerships do not have to publish their turnover and financial details.

Automatically: You can purchase a business database with this additional information in it and then upload it to your CRM, automatically refreshing the records you have on file.

Metric Central provides a wide selection of databases for specific industries, meaning that you can purchase information that is relevant to your business needs.

We take our data from a range of high-quality, reputable databases. We combine this information with several decades of sales and marketing experience to help enrich your CRM database and give you the intelligence you need to make new sales.

We can also provide you with a database audit, using our data to supplement the records you already have on file, giving you a solution fully customised to your business needs. Contact us today for your free, no-obligation audit.