Ausgangslage

The client produced CNC systems for the automotive industry and suffered from fragmented data sources. Sales, service, and marketing used different Excel lists and an outdated CRM without clear data ownership.

Duplicate records and outdated contact details led to misrouting and lost follow-ups. The team leader estimated that 40% of leads could not be processed further due to poor data quality.

Umsetzung

We implemented a central data management system that unites all touchpoints in one hub. The focus was on defining clear data ownership and automated validation rules.

Specific measures:

  • Migration from Excel and legacy CRM to a modern CRM system.
  • Setup of deduplication rules for email and phone number.
  • Automated lead scoring logic that rejects incomplete profiles.
  • Schulung der Vertriebsteams zu datenbasierten Workflows.

The rollout took place in three phases over 12 weeks, starting with data cleansing and ending with full process automation.

Ergebnis

After the stabilization phase, data quality showed a significant improvement. The rate of duplicate records decreased measurably, and the conversion rate of qualified leads increased.

KPIs nach 6 Monaten:

  • 60% reduction in data inconsistencies compared to the initial state.
  • 25% higher proportion of fully completed lead profiles.
  • 18% Steigerung der Conversion Rate von Marketing-Leads zu Sales Opportunities.
  • 12 Stunden pro Woche eingespartes manuelles Datenmanagement im Vertriebsteam.

Learnings

Technical tools alone are not enough if organizational responsibility is unclear. Success depended heavily on the early definition of data ownership.

Wichtigste Erkenntnisse:

  • Klare Zuordnung der Datenverantwortung pro Abteilung.
  • Automation must be tested on historical data before rollout.
  • Continuous training is crucial for sustainable acceptance in sales.

Results

  • -60% – Dateninkonsistenzen
  • +25% – Complete lead profiles
  • +18% – MQL-to-SQL Conversion
  • 12h – Ersparnis pro Woche