Have you ever moved house where everything you had needed to be moved and looked at it as an opportunity to get rid of what you won't be needing or replace what doesn't work anymore? It's an almost natural chain of thought when you are moving things to a new setting that you would like to bring with you only what you need and leave behind what you don't need.
The next time you need to migrate your CRM data to a new system or are in the process of overhauling your CRM, then look at it the same way. As an opportunity to cleanse your CRM data rather than as just a painful migration process which is a necessary evil to shift to a better system. Even the best CRM, lead nurturing or marketing automation software won't deliver magical improvements without ensuring its fed with quality data and if you are going into a migration with data that hasn't been monitored for quality for a longer spell, then it's not likely the new solution will function at 100%. Migrating your data can be a fresh start of sorts and give you the chance to overhaul your data completely once and then put in a periodic and frequent review process to keep the data at peak performance levels thereafter.
Here are a few things you can do before the data is moved to its new location:
- remove junk records
- remove any duplication of records, accounts or contacts
- verify and update email addresses
- validate and update postal addresses, URLs, phone numbers etc
- check for and filter out contacts and accounts which are no longer active
- append any missing data points for incomplete records
- add any additional fields or data points which could be valuable like SIC codes, alternate currencies etc
- normalize and format data
- make any changes to the format or structure of the database