Digital Transformation or Digital Dawinism

Digital Transformation or Digital Dawinism

The numbers behind the COVID-19 outbreak are staggering and heartbreaking, each day we are witness to new peaks. On the business side, there is no difference, across countries and industries, most companies are feeling the impact of the Coronavirus on the bottom line.

There is a glimmer of hope in some segments, food delivery for example is experiencing massive gains, along with furniture and office supplies, online gambling, as well as online music, gaming & apps. While other segments like gym and fitness is experiencing a 96% decrease in spending, retail is also reeling with significant decreases in spend.

Before COVID-19, the imperative to change business models to a more digitally driven, was there, but the agenda and timetable for change didn’t seem to be high on many organisations priorities list. Solid revenue streams seem to counter any need to off-set or diversify into other areas, and then along came COVID-19 and in an instant changed that need.


This cartoon by Tom Fishborne – aka Marketoonist, aptly describes where we are today.

So what exactly do we mean by digital transformation? A quick Google search will tell you there are four steps, fives steps, six stages, seven areas, eight phases of digital transformation, depending on the author.

I believe one framework which delivers positive outcomes for business focuses on three areas; developing a Digital Strategy, gaining Operational Dexterity and expanding the Digital footprint. Within this framework are a number of steps you can take to achieve success. These steps revolve around people, data, technology and change.

Data Laundry Digital Transformation Framework

Over the years we have helped a number of organisations drive digital transformation in their business; whether it’s enhancing a bricks & mortar retail to eCommerce or connecting data across digital channels to provide a more engaging experience and creating the elusive single customer view.

The success of our work has been amplified when adoption of the transformation is organization wide, from the C-Suite to the sales associates and customer service agents, and that’s why we spend as much time on change management as we do on digital transformation.

How are you managing the change that COVID-19 has made in your industry?

If you would like to discuss our framework and execution plans for digital transformation, drop me a message on WhatsApp +6585908502 or email me at Jeffrey.evans@datalaundry.global

1-10-100 rule for CRM Management

1-10-100 rule for CRM Management

Are you familiar with the 1-10-100 rule? The rule states that it costs $1 to verify a record as it enters your CRM system or Marketing Automation platform, $10 to clean and de-dupe it once it is in the platform, and $100 if you do nothing, the consequences of doing nothing can include, emails being blocked by ISP’s, sales teams spending time contact wrong people, or people who have left, blow out on marketing budget due to increase spend on SaaS subscriptions and CPM that bounces.

There are 3 things that Data Laundry does for clients right now to help manage the 1-10-100 rule.

1/. Validate data before it goes into a CRM. We do this using some cool technology but ensuring ‘Fort Knox’ type security. We can validate email addresses, phone numbers, contact titles and roles, plus a number of other key criteria, to help you target better, and keep your data clean before it goes into your CRM as a marketing qualified or sales accepted lead.

2/. Less is more. Some of the commercial platforms are priced per record stored. Data Laundry will dedupe your current Marketing Automation or CRM platform to remove duplicate records, or merge records to create one complete record. This can save you thousands per year in subscription fees, but more importantly, give you a clean dataset to support your sales & marketing efforts.

3/. Look beyond the response. Your lead form can only contain a limited number of fields to capture key information about the prospect, the more fields you have the less response you get. Data Laundry uses some cool technology to look beyond the response and find out more about your prospect. This additional information is provided back using ‘Fort Knox’ grade security, to give your sales team the full picture on the prospect and help reduce the sales cycle with a faster path to conversion.

I spent 9 years trying to get Salesforce.com to work effectively

I spent 9 years trying to get Salesforce.com to work effectively

Between 2005 and 2014, I was the Salesforce.com administrator for American Express. My daily struggle was centered around trying to get the sales team to understand that the quality of the leads was based on the quality of the data being captured into Salesforce.com. I spent the rest of the day trying to get Marketing to understand that lead forms need to be validated before they go to sales team to stop sales saying marketing send bad leads.

It was a vicious circle that seems to be never ending. I’m sure in 2020 for many organisations nothing has changed.

Back in 2008, I actually did something about the problem. I realized that if I spend a $1 to preventing data problems from beginning, it would save me $10 to fix it when the data came into Salesforce.com and $100 if the problem got through to the customer. The 1-10-100 rule ended up being my mantra.

There are three key steps to improving the ROI of marketing and improving lead conversion

Step 1/. Validate data before it goes into a CRM. At Data Laundry we validate email addresses, phone numbers, contact titles and roles, plus a number of other key criteria, to help you target better, and keep your data clean before it goes into your CRM as a marketing qualified or sales accepted lead.

Step 2/. Clean the data that is in the CRM. Dedupe your current Marketing Automation or CRM platform to remove duplicate records, or merge records to create one complete record. This can save you thousands per year in subscription fees on some CRM platforms, but more importantly, give you a clean data-set to support your sales & marketing efforts. This is an opportunity to apply data standards as well. We’ll discuss this further in further blogs, but by applying standards to your data, it improves the usability for both sales & marketing.

3/. Look beyond the response. Your lead form can only contain a limited number of fields to capture key information about the prospect, the more fields you have the less response you get. Data Laundry uses some cool technology to look beyond the response and find out more about your prospect. This additional information is provided back using ‘Fort Knox’ grade security, to give your sales team the full picture on the prospect and help reduce the sales cycle with a faster path to conversion.

Make your data work harder in these COVID-19 times

Make your data work harder in these COVID-19 times

It seems a day does not pass with an escalation in the spread of the Covid19. The impact that this is having on the world is staggering, with markets plunging, businesses struggling, particularly airlines and hotels as people avoid travel.

At Data Laundry we see an opportunity for companies to prepare for when things pick up again. Now is the time to ensure you data is validated, cleansed and enhanced, ready to work hard for you.

While Data Laundry advocate that you should focus on prevention rather than cure, our 1-10-100 rule states you are better to spend $1 on ensuring data is validated and clean before it goes into your CRM or Marketing Automation platform, we also believe that spending some budget on validating, cleaning and enhancing the data, already in the platform, will give you a 10X return on investment.

CRM Data Validation.

This is important to ensure the contact, or the company record in the CRM is legitimate. Most sources of data currently in CRM systems like Salesforce.com, Microsoft Dynamics, Hubspot or ZohoCRM for example is either created by the sales team or comes from an inbound lead via a lead form. In some cases a respondent will use ‘fake’ data or personal data to disguise who they are – a person email address over a business email for example. By validating your data you can weed out the fakes, and find the true identity of your prospect.

CRM Data Cleaning

Fat fingers’ and lack of data standards can render the data in your CRM unusable for marketing campaigns. While you may have a large database, you may not be able to use a large percentage due to missing data, incorrectly keyed data or lack of upper and lower case for example to really personalise your communication.

Cleaning and deduping the data in your CRM will improve your marketing campaign performances, will make your sales team a lot happier and will save you significant costs to fix mistakes once they have happened.

CRM Data Enhancement.

The final step in the process is to enhance the data that you have. Lead forms need to balance the number of fields to capture data verses the response rate. Too many fields will reduce your response rates, not enough fields will give you a flood of leads, but the quality will be suspect.

The best way to find out what the right balance is to test and learn. Try different combinations, and see what your response rate is. Data Laundry is able to enhance data you currently have by appending additional data points like demographics, industry, revenue, number of employees, through to contact data like education and social profiles for example.

We can append over 160 different data points to enhance your data, and improve your conversion rates through sales.

If you would like to see how you can make your business and data better, contact Data Laundry. Call us on +65 85908502, or email Jeffrey.evans@datalaundry.global