Have you ever considered the impact of duplicate accounts/contact s in your CRM? Yes it’s annoying when you accidentally select the wrong one as a user and have to perform a search to find the one you wanted. However, automation is one of the key benefits of using a CRM. The impact of duplicates is that you could be wasting resources on marketing/promoting or trying to contact the wrong account/person. You could also schedule a resource or asset to the wrong address. Even worse you could invoke a denial of service. High levels of automation can dramatically improve productivity – but the cost of re-work and customer service issues caused by bad data can quickly wipe out and exceed any benefits gained.