Solving Duplication and Data Retention Challenges After Migrating to HubSpot (Interview With Matthias Werner of Data Vir
Posted: Wed Dec 04, 2024 8:19 am
Migrating from one CRM to another is a process that is fraught with challenges. The old and new CRMs may have differences in fields, data cleaning features, automation systems, and data collection processes. As a result, moving data often requires large-scale changes to processes across an organization.
This is something that Insycle customer Matthias Werner—Head of Finance and Analytics at Data Virtuality, the leading data virtualization software solution—found out the hard way, as he recounted during our recent interview.
"Over years, without clear deduplication strategies, we accumulated a lot viber database of duplicates in our CRM. It was a significant challenge for us,” Matthias said.
After migrating from Salesforce to HubSpot, the company had to work around the limited customization options for merging duplicate records and controlling how important field data was retained, that HubSpot offers.
Salesforce is a CRM with deep deduplication customization and multiple options for data automation that give companies a lot of control over the merging process. HubSpot doesn’t have the same control. Without the ability to build advanced rulesets for deduplication, Matthias watched as duplicates came in undetected and piled up in HubSpot. The duplicate records cluttered up the database, negatively impacting operations across the company and causing confusion among sales teams.
If Data Virtuality couldn’t solve its new duplicates problem, it was going to miss opportunities and feel the impact on revenue. But Matthias is a big advocate of proper data management and puts a lot of focus on CRM data hygiene. He was determined to find a solution.
“Treat your CRM like it’s a product,” he said in our interview.
By that, he meant that you should consistently evaluate your employees’ user experience when using your CRM. What do they like? What do they not like? What are their hangups? What kind of recommendations do they have for improvement? Your CRM is often the most-used software inside of your company. In treating your CRM implementation like a product, you push yourself to always build and improve on what you have, and the company is better for it as a result.
This is something that Insycle customer Matthias Werner—Head of Finance and Analytics at Data Virtuality, the leading data virtualization software solution—found out the hard way, as he recounted during our recent interview.
"Over years, without clear deduplication strategies, we accumulated a lot viber database of duplicates in our CRM. It was a significant challenge for us,” Matthias said.
After migrating from Salesforce to HubSpot, the company had to work around the limited customization options for merging duplicate records and controlling how important field data was retained, that HubSpot offers.
Salesforce is a CRM with deep deduplication customization and multiple options for data automation that give companies a lot of control over the merging process. HubSpot doesn’t have the same control. Without the ability to build advanced rulesets for deduplication, Matthias watched as duplicates came in undetected and piled up in HubSpot. The duplicate records cluttered up the database, negatively impacting operations across the company and causing confusion among sales teams.
If Data Virtuality couldn’t solve its new duplicates problem, it was going to miss opportunities and feel the impact on revenue. But Matthias is a big advocate of proper data management and puts a lot of focus on CRM data hygiene. He was determined to find a solution.
“Treat your CRM like it’s a product,” he said in our interview.
By that, he meant that you should consistently evaluate your employees’ user experience when using your CRM. What do they like? What do they not like? What are their hangups? What kind of recommendations do they have for improvement? Your CRM is often the most-used software inside of your company. In treating your CRM implementation like a product, you push yourself to always build and improve on what you have, and the company is better for it as a result.