Your CRM is only as useful as it is accurate, and it decays quietly every day. People change jobs, companies move, and direct dials go dead, so a database that was right last year steers your team wrong today, usually without anyone noticing. This lesson keeps that data honest by checking your existing records against current truth and correcting what has drifted, so your team works from what is real.
| Record | What changed | New value |
|---|---|---|
| Jane Doe | Title | CRO, was VP Sales |
| John Roe | Employer | Globex, recently moved |
| Sam Poe | Direct dial | re-verified |
Start with the fields that decay fastest, title, employer, and contactability, since people change jobs and direct dials stop working.
Re-validate your existing records against current data in one pass, instead of checking them by hand.
Review the proposed changes before anything touches your CRM, then write back only the corrections you trust.