Dental Market Insights Blog

How Dental Supply Organizations Can #GrowHappy and Exceed Sales Goals:

Part 2 of 3: Stacking the Deck in Your Sales Team’s Favor with Data Enrichment Strategies

 September 21, 2022

In this second part in our series, we’ll be exploring how dental supply organizations can go beyond cleaning their CRM system to enrich existing records as well as populate the CRM with new potential customer data.



At the onset of the pandemic, research from Experian found that 84% of B2B companies saw a rising demand for data-based insights in their organizations. This demand hasn’t abated and will likely increase. Therefore, finding and utilizing the right data, at the right time, has become an imperative to the success of every organization’s growth initiatives.

In order to achieve this success, it’s necessary to regularly identify and incorporate new, high-value prospects into your CRM platform to be used in sales outreach and marketing campaigns. Unfortunately at the same time, any CRM owner will have to contend with data decay issues. Read on below to understand why and what can be done about it.

A clean slate – prepping your CRM for enriched data

Part of sales and marketing strategy is ensuring that your data is working for you rather than against you. Before you begin targeting new, high-value prospects, you should consider utilizing a CRM data cleanup service. Not only can a data cleansing service save your team significant time, but the ideal service will also be able to fill in any gaps in your existing customer data using resources you may not have in-house.

The reliability of your CRM data is essential to ensuring sales and marketing teams are set up for success when they use it for expanding relationships with current customers. Even more than that, knowing you have accurate, reliable CRM records is critical to the next step: identifying and targeting locations and providers that aren’t currently in your CRM database and are not yet customers. But before we look at that step, let’s discuss the one of the major challenges of CRM platforms: data decay.

Data decay – what it is and why it matters

According to Hubspot, data decay happens when the “info you have is no longer useful in determining a healthy prospect.” At it’s simplest, data decay is the deterioration of the data you have where records become less and less accurate over time. This can be caused by:

  • Missing/incomplete data
  • Duplicates
  • Providers who have retired
  • Provider locations that have moved
  • Unreliable data introduced into the CRM by sales reps

44% of those surveyed say their company loses over 10% in annual revenue due to CRM data decay.1

Research firm Gartner estimates that contact data in the typical business-to-business company’s CRM decays at a rate of 70.3% per year. On the lower-end of the spectrum, MarketingSherpa estimates a decay rate of 2.1% per month, annualized to 22.5%. Where ever the actual number falls for your own organization, it’s certain that the dual forces of the pandemic and the “Great Resignation” are amplifying the issue of CRM data decay.

Provider movement also has a strong effect on data decay. Consider that 33.5% of dentists changed location at least once during the year.2 The point is, if you aren’t addressing data decay, in a short time, your sales and marketing team will be reaching out to prospects using poor-quality data that will only frustrate efforts to grow business.

Refreshing and enriching CRM records

With all of the challenges around data decay, the importance of accurate, continuously refreshed data cannot be understated. What’s the best frequency of receiving new data from a partner? Monthly? Quarterly? The answer will depend on your organization’s needs and its ability to operationalize the data. After all, why get data more frequently if you don’t have time to bring it into your systems and get your sales team up to speed with using it? But regardless of the frequency you decide is right for your organization to clean and refresh records, you should look for a dental data optimization partner who is continually updating their data behind the scenes so that when you’re ready to take it, it’s fresh.

Enriching your CRM with new provider and location data can help to keep your sales prospecting and marketing outreach evergreen, so that there are always new prospects to work with. The right data enrichment partner can offer location and provider-level insights that could be time-consuming, if not impossible, to source on your own. Here are a few provider-level data fields you might look for when deciding to enrich your CRM records beyond standard name and location info:

  • Gender
  • Provider specialty (are they a GP, endodontist or some other specialty)
  • Provider profiled specialty (as indicated by how they practice — a GP may do a lot of endodontics work and therefore look like an endo)
  • NPI and License info
  • State where the provider is licensed
  • Number of years in practice
  • Are they actively practicing? As of what date?

Filling a clean CRM with new, high-value prospects provides an edge

Whether you want to incorporate all-new prospects on a regular basis or to enhance records that will help you better understand your current customer base, identifying additional active prospect locations and providers can help stack the deck in your favor to win more market share. The combination of accurate, detailed and regularly refreshed location and provider data in your CRM platform turns it into a powerful growth engine for your organization — one your sales and marketing team will be happy to use.

As the number one dental CRM optimization partner, DentalMarketIQ provides the domain expertise dental organizations need to clean and optimize a CRM, the data to enrich it, and the industry understanding to help your organization effectively execute at all levels.


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1 "How to Prevent Data Decay From Ruining Your CRM System." Validity. https://www.business.com/articles/prevent-data-decay-from-ruining-your-crm/
2 DentalMarketIQ GroupPracticeIQ analysis

About this blog

We are excited to introduce Dental Market Insights, our DentalMarketIQ blog, which we hope will become a source of information and reference for anyone interested in oral health and the dental supply industry. Check back frequently for updates and resources, as well as product announcements and opportunities to connect with us at conferences and events throughout the year.