The value of marketing tech is only as good as the data it processes. No one wants to be responsible for undermining hundreds of thousands of dollars in software investments by allowing their systems to be mired in bad data. But that’s exactly what’s happening.
Most efforts to undue database contamination are cosmetic solutions to symptoms of a larger issue: the inaccurate and incomplete prospect data that we pump into our marketing systems and sales pipeline.
The importance of clean, complete and accurate prospect data isn’t new — but neither is it typically obtained to the standards marketers and their systems require (see Integrate’s recent research report, Prospect Data Quality Index).
It’s time we reject complacency and give our technology and teams the quality data they need.
Join us on February 19th for a 30-minute TweetChat featuring an all-star list of marketing influencers and practitioners sharing their ideas, learnings and advice for marketing’s path to accurate and actionable data.