Duplicate Data: Performing quantitative risk analysis for lead generation

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Duplicates in your Salesforce.com CRM cause mirky lead attribution, poor results.

As I blogged on on February 28, I met a gentleman whose lead generation agency is tasked with generating leads for a healthcare services company.

I asked him, “Does your client have a master data management strategy?” The answer was no.

The client is a large organization. They have millions of records of legacy data in Siebel and they are migrating to Salesforce CRM and Pardot. This legacy data could be a great asset if the client had a master data management system in place. The client does not, and this poses a risk for the lead generation agency.

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