Guilty: Washing our hands of data hygiene
Data hygiene. It seems like everyone in the b-to-b sales-and-marketing chain wants to wash their hands of it. Everyone is responsible, and no one responsible. It’s a chronic problem for b-to-b sales organizations of every stripe. Yet because clean data enhances lead-gen and drives conversion rates, the onus is increasingly on b-to-b sales and marketing reps to ramp up their data management or risk leaving money on the table.
That’s the gist of a recent podcast sponsored by Follow the Lead and DemandGen Report. The podcast was moderated by Andrew Gaffney, editor of DemandGen Report, and featured Ben Bradley, managing director of lead generation firm Macon Raine and Coley Perry, VP of sales and marketing Get Me The Right Job.
Overview of podcast
The triumvirate tackle some of the key issues surrounding data hygiene and offer a roadmap on raising data management’s visibility within the organization. As Perry put it: “Companies talk about data as being an asset, but being able to monetize is completely different. If you want to innovate and build new business models you better know how to monetize your data.”
Take a listen —the importance of data hygiene.