5 Signs Its Time to Improve the Quality of Your Sales Data

Data Sales has been important for some time now, but recent events have made it clear that revenue rests on sales data.

Businesses are feeling the effects of an economic downturn; 36% of consumers plan to spend less this year, and CEOs predict that revenue growth will only be 27% in the next 12 months.

There is a lot of competition in the market, and even if you have loyal customers it’s hard to keep them. For example McKinsey found that 75% of consumers had tried something new recently, while another study reported post-Covid loyalties are more fragile than ever.

Most companies know that they need to increase their data and analytics capabilities. They want more quality data, not just a lot of it. So, what is data sales exactly?


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

Its time to improve the quality of your time and sales data

Salesforces report on the State of Sales in 2020 suggests that most sales teams are going to focus on improving data quality and accessibility over the next 12 months. Wondering how you can tell if its time for your company to relearn how to improve the quality of information collection methods? Here are five clues that will help you know when it’s time.

1. Your employees might just approach sales convos in ignorance

Quality sales data is helpful because it provides insights into your customers and helps you build effective workflows that drive more conversions. You need to look for useful, prescriptive statistics like 25% of leads aged 2534 converted in order to adjust what needs improvement.

Youll know if all data sales of your company is insufficient because you don’t have enough information about the customer’s pain points and preferences.

How to solve it

To get a better understanding of your leads, ask questions that dig into their pain points and needs. You can also gain more insight by analyzing social media activity and tracking pixels on the companys website.

You need to make it as easy for your sales reps to gather time & sales data and input them into the CRM, so that they can be used when needed.

2. You rely on your own feelings rather than data

Ive noticed that most sales teams are really just emotionally-driven. They collect data to support their agenda instead of using objective information to set the agenda.

Some companies are guilty of bias when it comes to data collection. They include:

  • Surveying a small sample size doesnt give us the whole picture of the market.
  • When you take seasonal fluctuations out of the equation, there is a clear increase in spending during the winter holidays and then again in January.
  • Ignoring the needs of certain customer personas during research and development
  • When I am designing a survey, I always try to avoid asking questions that might tempt participants into misrepresenting their true reactions.

How to solve it

One of the first things you need to do when sending out surveys is being honest about your lack of data quality and discussing any possible bias. You can use a calculator called Qualtrics to determine how many people you should survey in order for it to be an accurate representation. Its also good practice to ask outside parties for feedback on your questions, as they may have subconscious biases that are not readily apparent.

3. You dont actually know if your results are good, bad, or just average

You cant just depend on sales data. Even the most objective and carefully-collected datasets don’t provide a full picture of performance without benchmarks set to track metrics.

How to solve it

One of the most important things is to compare your metrics with other companies in order to see if they’re higher than average. Internal benchmarks allow you to measure against previous marketing campaigns and sales drives, while external ones let you know whether or not your open rates, CTRs and so on are good when compared with others.

Tie your metrics to the organizations bottom line and consider whether you are measuring things that don’t matter or aren’t important. If data is not being collected for certain events, then it may be a sign of measuring the wrong thing.

4. Your existing customers take you by surprise

Sales data can help you forecast what your customers are going to do and want. Although its impossible to predict the market, sales data should give you an understanding of their preferences.

Many companies forget to collect data from current customers and end up with sparse datasets. They also dont understand their needs, so they can’t hold onto them.

How to solve it

Its important to regularly review data about existing customers, because if your hard bounce rate is rising it means that they may be getting less interested in what you have to offer. Look at the contact information and find out their preferences so you can keep them happy.

You should also make sure your data entry process is standardized to improve the quality of the information you are collecting. One way this could be done would be by making sure there’s a consensus on what fields need to be filled out, for example.

With auto-fill, you may be sending out surveys that your customers are not paying attention to. You should try including an open ended question in the survey and make sure it is up to date with what they need.

5. New leads could fit into different demographics

When capturing consumer data, the information you need to segment new leads into existing categories is not always available. Common mistakes include:

  • Its a bad idea to offer too many options when it comes to segmentation. If you have two different terms for the same thing, users will be confused and wont know which one they should select.
  • We need to be consistent about what information we require from the applicant.
  • Long forms are annoying, and it’s easy to skip fields. This leads to incomplete datasets.

One customer might feel neutral about your product, but another one may really dislike it.

How to solve it

Its important to have a standardized data collection process so that the leads don’t get confused or overwhelmed.

However, when you’re targeting top or middle funnel leads who are less likely to be ready for a phone call, it’s important that you ask them more in-depth questions. This is especially true of the form on your website.

When you know more about someone, like what industry they’re in or their current provider for internet service, it’s easier to provide them with the right information.

Quality data sales is the main foundation of effective sales

The quality of your data can have a significant impact on how well you do in sales. If the data proves what they already assumed, it’s not doing them any good.


  • Sign in to comment. Comment Comment Show: Oldest Newest Most Upvotes
  • Need Help Automating Your Sales Prospecting Process?

    LeadFuze gives you all the data you need to find ideal leads, including full contact information.

    Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

    • A company in the Financial Services or Banking industry
    • Who have more than 10 employees
    • That spend money on Adwords
    • Who use Hubspot
    • Who currently have job openings for marketing help
    • With the role of HR Manager
    • That has only been in this role for less than 1 year
    Just to give you an idea. 😀
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

We have over 60,000 monthly readers that would love to see it! Contact us and let's discuss your ideas!

Justin McGill
About Author: Justin McGill
This post was written by Content at Scale, a solution that uses AI + a team of optimization specialists to publish hundreds of high quality, SEO optimized content straight to your blog. It’s the first and only solution that allows you to truly scale content marketing.