The Impact of Dirty Data On Demand Generation A SiriusDecisions Research Brief
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The Impact of Dirty Data on Demand Generation
Quality Data Can Increase Your Revenue by 70%
The late comedian George Carlin referred to a home as “a place to keep your stuff.” For many of us, the attic houses the most irrelevant of this stuff, those once-precious items that have faded into a cloud of disorganization and confusion.
Despite its criticality to the business, the databases of b-to-b organizations are akin to an attic, filled with contents that have not been properly labeled, managed and maintained. Most b-to-b marketing executives lament the status of their databases, but have had a difficult time convincing senior management of the need not just to temporarily clean things up but to permanently change the manner in which data is treated. In this brief, we will wrap some numbers around a very difficult problem, and discuss how this problem is threatening the viability of demand waterfall performance.
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