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Aug 8, 2017 · 3 min read

Recently we released the findings of our annual Salesforce users survey. What we found is that Salesforce users believe that significant portions of their dataset are not useful or reliable. Salesforce users say poor data quality is to blame and poses the biggest burden to operational and organizational effectiveness.

In our 2017 Salesforce Users Benchmark Report, we issued a call-to-action for organizations to evaluate and reconsider the quality of their Salesforce data in order to keep pace with data acquisition and organizational goals.

The worldwide survey was conducted online in April 2017. The 897 respondents were all Salesforce users and were not necessarily customers of Symphonic Source.

The survey found:

  • Almost half (43%) report that they are not pleased or have a neutral level of satisfaction with their Salesforce data quality.
  • More than half (58%) believe that up to 80% of their Salesforce data is not useful or reliable.
  • One in three Salesforce users (38%) count duplicate records, errors, and outdated information as reasons why their data is unreliable.
  • Over half of the respondents blame poor data quality and lack of data that provides key insights as the main reasons they lack a complete customer profile.
  • An overwhelming majority (85%) of Salesforce users say their biggest priority in the next 12 months will be to start improving or continue to improve data quality by deduping, organizing, and consolidating records.

Duplicate records, errors, and outdated information rank as the top reasons why users struggle with building a trustworthy and fully functional Salesforce org. One respondent wrote, “Turnover in our industry is high. We can’t keep up with the changing jobs of contacts and leads.” Another respondent blamed duplicate records specifically saying, “We catch duplicates coming into [Salesforce], but we’re not easily able to fix the ones already there.”

In its most global sense, data quality appears to be the single greatest concern for Salesforce users. In multiple and various ways, respondents express doubts about the usefulness and reliability of the data housed in their Salesforce orgs. Data sets are rife with duplication, incompleteness, and lacking in actionable data points.

These results echo what we hear every day from customers — dirty data is a huge pain point. Data is likely the key asset for most aspects of any business — from marketing and sales, to reporting and forecasting. But what frustrates users is when they can’t depend on the data.

Based on analysis of these results, our strongest recommendation is for Salesforce admins, as well as users and executives who rely on Salesforce, to make a commitment to improving the quality of their data in all ways possible. This means that organization will need to prioritize data improvement objectives and to allocate the proper resources to make raising data quality levels actually happen.

Download the full report

To view the complete report, download a copy here.


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