Your CRM Data Is a Liability: How Bad Data Costs You Deals

Your CRM is supposed to be your single source of truth. But here's the uncomfortable reality: most CRM databases are filled with outdated, incomplete, or flat-out wrong information.

The Data Decay Problem

B2B data decays at alarming rates: - 40% of email addresses become invalid annually - 30% of employees change jobs each year - 20% of phone numbers change annually - Companies rebrand, merge, or go out of business constantly

If you're not actively maintaining data quality, your CRM becomes less useful every day.

The Hidden Costs

Wasted time: Reps chase leads that no longer exist Missed opportunities: Valid leads buried under bad data Damaged reputation: Emails to wrong people, wrong companies Poor forecasting: Decisions based on inaccurate pipeline Compliance risk: GDPR and CCPA require accurate data

The Four Pillars of Data Quality

1. Accuracy Is the information correct? Verify against multiple sources.

2. Completeness Do you have all the fields you need? Missing data limits personalization.

3. Timeliness Is the data current? Last week's information might already be outdated.

4. Consistency Is the same data formatted the same way? "VP Sales" vs "Vice President of Sales" creates duplicates and confusion.

Building a Data Quality Practice

Daily: Verify new leads before adding to sequences Weekly: Review bounce rates and update invalid contacts Monthly: Audit a sample of accounts for accuracy Quarterly: Major data cleansing initiative

The Technology Solution

Manual data maintenance doesn't scale. Modern platforms should:

• Continuously verify email addresses
• Auto-update job changes
• Flag potential duplicates
• Enrich incomplete records
• Alert on data quality issues

The Prospectory Approach

We verify every contact in real-time and continuously refresh data from 50+ sources. When a prospect changes jobs, we know—and update their record automatically.