HubSpot’s new CRM deep research connector with ChatGPT marks a milestone for how go-to-market teams interact with their CRM systems. With natural language queries powering insights around churn patterns, whitespace opportunities, and lead segmentation, it’s clear that AI is starting to fulfill its long-promised role in revenue orgs.

But there’s a foundational piece of the puzzle we can’t forget: these tools are only as powerful as the data that’s feeding them.

In many ways, this moment echoes the Big Data hype cycle in the early 2010s. Industries raced to implement predictive models and data lakes with the assumption that more data would inevitably lead to smarter decisions. In practice, though, they discovered that quantity didn’t make up for poor quality.

CRMs are only as smart as the data reps give them

Now we find ourselves in a similar cycle with generative AI, where tools like ChatGPT can process and summarize at unprecedented scale. 

But if they’re trained or queried on CRM data that’s incomplete or outdated, the outputs are going to be misleading at best, and a revenue drain at worst. Poor data quality costs organizations an average of $12.9 million every year, according to Gartner. 

Even so, Salesforce estimates that 91% of CRM data is incomplete, and 70% of that data deteriorates and becomes inaccurate annually. But let’s be clear: when it comes to pipeline data and manual inputs, sales reps don’t have bad intentions here. Logging accurate, contextual data does require discipline and agility, but most of all, it requires time. And reps just don’t have enough of it (we call this broken sales math here at Tango).

So there’s the catch-22. When reps have to squeeze in data entry between everything else they need to do (like prep for the next call, send follow-up emails, and attend internal meetings), they sacrifice precision for speed and convenience.

Historically, this has been the biggest cause of bad data. This is exactly what Tango solves.

The key unlock: Better inputs and outputs

Tango’s browser-based agent automates CRM tasks and eliminates 90% of sales busywork. But it doesn’t just automate, it maintains data hygiene by engaging reps in real time to supervise inputs so the wrong details and deals don’t sneak through your pipeline.

By empowering reps to move faster through admin processes, standardize data entry, and prioritize the right accounts, Tango lays the groundwork for systems like HubSpot and ChatGPT to successfully deliver on the promise of intelligent CRMs.

• HubSpot + ChatGPT give you smarter insights from your CRM with the deep research connector. 
• Tango gives you faster, cleaner inputs into your CRM so you know those insights are based on reliable, human-reviewed data.

If you’re ready to tap into the magic of the HubSpot and ChatGPT integration, Tango is an essential part of the solution that can help you get your (data) house in order.