Over the last few decades, data has consistently gained the center-stage in all business operations - that’s what the rising trend of business intelligence is all about. And while this transformation can be witnessed in most business components and verticals, it’s more evident in sales and marketing, particularly in the B2B sphere. Every sales and marketing campaign - from emails and cold calls to webinars and events, relies entirely on the data at the backend.
The problem is, data, for the most part, is a two-edged sword. As effective and productive accurate, and reliable data is, equally inefficient and resource-draining is unreliable data. For example, it takes around 8 cold calls to reach a prospect while marketers have to live with abysmal CTRs of 1-3%. Why? Because the data in their database is either incomplete, outdated, or simply incorrect- bad data.
Imagine the rise in productivity and by extension, conversions, and ROI if every call sales development reps (SDRs) make connects to the right buyer! So if data quality is such a crucial piece of success, why do businesses continue to use bad data? And most importantly, where does it come from? And finally, what can they do about it?
Refer to the infographic below to get the answers to all these questions and more: