Half of enterprises cannot trust their CRM data for a single source of truth on customers
Independent research shows firms are lacking basic data management capabilities; CRM data is of limited use
Half of large enterprises worldwide (47%) feel they cannot rely on their CRM data to provide a single source of truth regarding customer data, according to the State of Enterprise CRM Data Management: 2021 study released in October.
Commissioned by Odaseva, the #1 enterprise data platform for Salesforce, the study reveals that high expectations for actionable insights from CRM data are rarely being met.
Although over eight out of 10 organizations (85%) say they are prioritizing data insights for business decision-making, roughly half that number (44%) are unable to perform advanced customer analytics with CRM data. A similar number (40%) are unable to use CRM data to drive improve...