This calls back to losing the “single customer view” in both traditional 1-to-1 sales situations and account-based sales, but most companies know the visceral pain of dealing with duplicate contact records.
Duplicate records impact your organization throughout. They break telephoner au danemark your single customer view and split up important context about accounts between multiple records. That means when a sales rep goes to look up a contact, there is a good chance they are only receiving access to partial information.
Duplicate contact records also drain your marketing budget. The same person may receive the same materials multiple times. Your marketing reps have to turn into data entry specialists to fix records in your customer database, which can be extremely time-consuming and costly.
In total, duplicates cause your customers to have a poorer experience throughout the customer lifecycle, causing your brand reputation to suffer.
Sales Reps Experience Problems Across the Board
Unassociated contacts can cause problems in your sales processes. What if the (unassociated) contact is assigned to one sales rep, while the company account that they should be associated with is assigned to another? This means that the same account could be receiving two different pitches from two different sales reps.
This not only harms your ability to close sales, but it also causes confusion and wastes the time of your sales team — whose time is arguably the most important to the long-term success of your company.
Having free-floating, unassociated contacts impacts lead scoring. If your contacts are not being factored when scoring an account, it will affect the score of the entire account. On an individual level, contacts that are lacking a connection to company information may also find their scores lower when lead scores factor in company details into the overall score.
Other sales activities such as lead routing and revenue forecasting also suffer from unassociated contacts
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