Data validation is a process for ensuring that database entries are both meaningful and correct. In other words, data validation helps prevent bad information from being entered into a database, including a CRM system database.
Because of CRM’s role in an organization, some types of data CRM validation can increase revenue.
What is Data Validation?
A typical example of data validation exists on almost every online signup or registration form. That is, a valid email address is required:
A drop-down list is a data entry control often used with data validation rules. A field or cell value must be selected from a predefined list.
Most CRM systems have some built-in data validation. One example is requiring a properly formatted email address — similar to a public-facing form.
However, not all CRM systems have the ability for an administrator to add custom validation rules. The ability to add specific rules may be a part of your CRM requirements.
Applying specific data validation logic that matches your company’s business processes helps with the overall success of your CRM implementation. Benefits include
- More meaningful reports
- Higher system adoption
- Improved customer service
- Increased revenue (examples below)
Here are eight examples of use cases for data validation rules.
Examples of Custom CRM Validation Logic
Enforce a two-character U.S. state or Canadian province abbreviations – Display an error message if “Mass” is entered for Massachusetts rather than “MA”, for example.
Ensure that all ten digits of U.S. or Canadian phone numbers are entered – Prevent users from taking shortcuts and entering only the seven-digit portion of a telephone number within their area code.
Require proper formatting of an Employer Identification Number – Ensure that an EIN is entered in the XX-XXXXXXX format.
Require a reason for lost opportunities – If a sales opportunity was lost, the salesperson must enter why it was lost. “Why we lose deals” is valuable marketing and sales management information.
An opportunity close date must be in the future – Prevent a salesperson from entering an opportunity close date that’s in the past. If a salesperson edits an opportunity that has a past close date, require them to update the close date with a future date.
Allow only the record owner to change specific fields in a record – Specify fields within a record that can only be edited by the owner of that record.
Disallow discounts over a certain percentage – Display an error message if the discount added to a product line item exceeds a specified discount limit.
Ensure that a billable task includes the time spent – If a task is billable, time spent on the task must be added before completion.
Data Validation Capabilities of CRM Vendors
Here are some of the CRM vendors that allow for customized validation rules:
Zoho allows users to create a wide range of custom validation rules. Users can create rules with conditional logic (if this/then that) and create alerts when conditions are either correct or incorrect.
Zoho provides a detailed overview of how their data validation system works on their website.
Creating data validation rules in Microsoft Dynamics 365 is more complicated than in other CRM solutions. It requires users to use a combination of synchronous workflows and business rules to create an effective validation loop.
For more information about how this is done, there is a beginner’s guide available on the Dynamics community site.
Basic data validation is possible in Creatio but is not an “out of the box” feature. Enabling data validation requires users to modify some of the default settings and code in Creatio.
This task is ranked as “medium” difficulty (one rank below the most difficult) on the Creatio academy web page.
Salesforce allows users to create custom data validation rules using formulas. Users can specify custom error messages when validation fails. There are several example data validation formulas on the Trailblazer community site to help users get started.
An overview of how data validation works in Salesforce can be found here.
HubSpot introduced public beta validation rules in September 2022.