Why Data Management Is So Critical To ROI

Can you really afford a garbage-in, garbage-out data strategy?

Whether B2B leaders choose to address it or not, data decay happens everyday. Think of how often people change jobs or titles, companies go out of business, or mergers occur. Bemoaning the ‘why’ behind poor data quality can drive sales, marketing, and operations professionals crazy.

And make no mistake: when it comes to data management obstacles, erosion is just the tip of the iceberg. Think of how many stakeholders touch the contact and account data within common B2B applications. Conversely, think of the disparate sales and marketing channels that yield incoming records that are rife with incomplete, inconsistent, or incorrect data.

Just how much does bad data hurt ROI? On average, B2B organizations realize an annual sunk cost of $14 million, according to Gartner Research. It’s no wonder: from development to execution and measurement, data management plays a role in every channel – including inbound lead scoring, segmentation, and outbound targeting. By putting in the time and resources to improve data hygiene, a higher ROI and increased production can be attained.

Dirty data impacts all areas of an organization and, most importantly, your bottom line.

Download ZoomInfo’s eBook to learn how you can improve your ROI through data quality management, including understanding how:

• Poor data quality hurts every facet of sales and marketing campaigns

• The 5 ‘C’s of data — coverage, currency, consistency, completeness, and correctness — can be used to create a framework for assessing data quality

• Organizations use third-party vendors to maintain their databases on an ongoing basis