Ops Cast The Ugly Work Behind a Beautiful CRM
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May 12, 2025 Nicole Alvarez, a Solutions Architect at ClearPivot with a background in psychology and cognitive science, dives into the often-overlooked "ugly work" in marketing operations. She shares insights on the importance of field audits and data cleanup, revealing how these foundational tasks lead to successful marketing initiatives. Nicole discusses using flawed data reports to persuade executives about the need for investing in operational quality. With her unique blend of skills, she emphasizes creativity in overcoming data challenges and enhancing CRM systems for better decision-making.
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Nicole's Psychology Background
- Nicole Alvarez shared how her background in psychology and cognitive science enriches her marketing operations work.
- She uses insights from these fields to better understand human behavior and data representation.
Value of Ugly Work
- The "ugly work" like field audits and permission sets underpins beautiful marketing data results.
- Building reports on bad data demonstrates its flaws and drives investment in cleanup.
Document Real Processes
- Document actual processes honestly rather than ideal ones to capture reality.
- Manage documentation responsibilities and audits to maintain process clarity.