CRM DATA GOVERNANCE

360 DIGITAL ACADEMY | FREE STARTER WORKSHEET

Time: 60 minutes

Outcome: A starter data dictionary and a practical ownership routine.

Name / team: ____________________  Date: ____________________

1. UNDERSTAND AND ASSESS

Start with five fields that affect routing, reporting, segmentation, or customer experience. Include the people who enter the data and the people who rely on it. Expand the standards after the first review cycle.

Key idea: A data owner decides what a field means and how it should be used. A steward maintains quality day to day. A source of truth resolves conflicts when more than one system stores the same fact.

Example: Lead source records the agreed origin of an inquiry. The dictionary defines its allowed values and update rule. Campaign interaction history is tracked separately so later activity does not silently replace the original source.

Which decisions fail when CRM data is missing or inconsistent?

Your response: __________________________________________________

Which five fields should we standardize first, and why?

Your response: __________________________________________________

Which connected systems can create or overwrite these values?

Your response: __________________________________________________

2. BUILD YOUR WORKING PLAN

Build a critical-field dictionary

For each property, also record its type, permitted users, retention or review requirement, and quality test in a copy of this worksheet. Avoid storing unnecessary sensitive information. Confirm applicable retention and consent rules with your responsible team.

Property / object | Definition / valid values | Owner / source of truth | Required when / update rule

Lead source | __________________ | __________________ | __________________

Lifecycle stage | __________________ | __________________ | __________________

Assigned owner | __________________ | __________________ | __________________

Country / territory | __________________ | __________________ | __________________

Consent evidence | __________________ | __________________ | __________________

Who approves new properties, renamed values, and changes to definitions?

Your response: __________________________________________________

How are duplicates reviewed, and how is merge evidence retained?

Your response: __________________________________________________

How will access and integration changes be reviewed when staff or systems change?

Your response: __________________________________________________

3. VALIDATE AND TAKE ACTION

[ ] Critical fields have clear definitions and accountable owners.

[ ] Allowed values and required stages are documented.

[ ] Integration precedence and overwrite rules are understood.

[ ] Access is limited to the needs of each role.

[ ] Duplicate review and correction procedures preserve useful history.

[ ] A recurring quality review and issue log are assigned.

Measure what changes: Completeness: eligible records with a valid required value / eligible records reviewed. Track validity and duplicate issues separately so a populated but wrong value does not count as clean.

Our baseline / target / source / review date: ______________________

Suggested implementation rhythm

This week: approve the first five property definitions.

This month: review a sample and fix root causes before bulk changes.

Each quarter: review access, integrations, unused fields, and policy changes.

First action / owner / due date: __________________________________

Open issue / decision / approver: _________________________________

Practical education by 360 Marketing Solutions | 360digitalacademy.us