ZoomInfo outlines a 5-step CRM hygiene process critical for modern business growth: Define, Analyze, Purge, Enhance, and Maintain. Clean, accurate CRM data improves decision-making, targeting, and customer relationships. The process begins with defining flexible data governance rules, then analyzing for duplicates and gaps. Bad data is purged, enriched with missing or updated details, and standardized for uniformity. Ongoing maintenance—enabled by automation—prevents data decay, which can reach 34% annually and cost companies significant revenue. Clean CRM data also ensures readiness for AI-driven tools and strategies, forming a strong foundation for scalable, personalized GTM success.

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