The State of CRM Data Management in 2025
When mismanaged, CRM data turns from a valuable currency to a major liability.
Read Validity's State of CRM Data Management in 2025 report for unfiltered insights from 600+ CRM users, plus practical tips to solve your toughest data management challenges.
Organizations are betting on bad data.
What causes data quality issues?
What’s the impact of bad data?
What are organizations doing about it? (Or not doing?)
There's a disconnect between company leaders and data users.
AI Is raising the stakes for data quality
Thank you for reading
Introduction
2. Organizations are betting on bad data
3. What causes data quality issues?
4. What’s the impact of bad data?
5. What are organizations doing about it? (Or not doing?)
6. AI is raising the stakes for data quality
7. The disconnect between leaders and frontline data users
8. Conclusion
AI is redefining what’s possible. Tech stacks are expanding. Consumers are growing more sensitive about how their personal data is collected and stored—while expecting more personalization than ever before. Plus, organizations are under mounting pressure to move faster and connect more deeply with customers.
In this environment, CRMs (and the data housed within) have never been more important—or more vulnerable.
The State of CRM Data Management in 2025 explores how organizations are adapting to today’s data challenges, where strategies are falling short, and what it’ll take to future-proof CRM data for what’s next.
This global study shares insights from 602 CRM users and administrators across the United States, United Kingdom, and Australia.
The findings reveal trends, hard truths, and a roadmap for smarter, more sustainable data management.
Let’s dive in.
of CRM users said their company loses revenue as a direct consequence of poor data quality.
said less than half of their organization’s CRM data is accurate and complete.
reported that staff fabricate data to appease decision-makers.
said their company’s CRM data isn’t prepared for AI.
of respondents at VP-level or above feel pressure to use AI as a replacement for hiring.
