Doctor Doctor, Am I sick?

Published in PM Forum's journal - Autumn 2009

Doctor Doctor, Am I sick?

 

Sub Title:

A 10 minute physical and fitness test for your CRM database and data

 

Text:

Ever wondered if your database marketing activities are good enough?  What is enough anyway?  This audit of your CRM database and CRM data should give you an idea.

Instructions: Read through the statements below.  Then tick the answer which is closest to your views.  At the end, add up the scores for each column to find out how fit your database and data actually is.  Or complete this audit online to compare against others: www.DatabaseFirstAid.com/pmf

 

 

Database related statements

Strongly agree

Mildly agree

Mildly disagree

Strongly disagree

1

Staff get more out of the database than they put in

q

q

q

q

2

I track user activity and recommend actions to them based on that tracking knowledge

q

q

q

q

3

I track user satisfaction in yearly 'user surveys'

q

q

q

q

4

At least 2/3rds of eligible staff use the database monthly

q

q

q

q

5

Staff are alerted about activity with their contacts, clients, prospects and sectors

q

q

q

q

6

We incentivise staff to use the database (carrot or stick)

q

q

q

q

7

We record activity (e.g. event attendance, who gets mailed, meetings, pitches, referred work etc)

q

q

q

q

8

I can easily produce a mailing list (built up from a variety of factors – like who knows a contact, interests, sectors or type of client) in 10 mins

q

q

q

q

9

We have someone responsible for overseeing the data quality – a 'database steward'

q

q

q

q

10

The CRM database links with the billing or email systems to provide 'one view' of a contact or company

q

q

q

q

 

 

10 Points for each tick

5 points for each tick

2 points for each tick

Zero points for each tick

 

Scoring:

100 – 75 Points – You are in the peak of fitness

74 – 50 Points– You are getting there, keep up the fitness regime

49 – 25 Points– Some good gains coming your way if you try just a bit harder

Below 24 Points– Oh dear.  You are a very sick patient.  Do you do any exercise?

 


 

 

 


Data related statement

Strongly Agree

Mildly Agree

Mildly Disagree

Strongly disagree

1

The majority of my best contacts and organisations have had their details verified within the last 12 months

q

q

q

q

2

I treat the data on my best contacts and organisations very differently to the majority of my data

q

q

q

q

3

I am confident that I could download the best contacts for a mailing list, and that their details would be right – all without much admin burden (i.e. within about 10 mins)

q

q

q

q

4

Marketing are not responsible for updating the database.  Staff are easily able to update the details on a contact (or have access to a secretary who can)

q

q

q

q

5

When new details are added to the database, I have systems in place to check if it is right and complete (from pitches to contacts)

q

q

q

q

6

We regularly de-duplicate the contacts and companies

q

q

q

q

7

More than 75% of my best contacts have job titles listed

q

q

q

q

8

More than 75% of my best contacts have interests listed

q

q

q

q

9

More than 75% of my best contacts have a working email

q

q

q

q

10

The CRM database is the main store of marketing data and activity

q

q

q

q

 

 

10 Points for each tick

5 points for each tick

2 points for each tick

Zero points for each tick

 

Scoring:

100 – 75 Points – You are in the peak of fitness

74 – 50 Points– You are getting there, keep up the fitness regime

49 – 25 Points– Some good gains coming your way if you try just a bit harder

Below 24 Points– Oh dear.  You are a very sick patient.  Do you do any exercise?