Don’t waste precious your lead generation budget on old databases. According to published reports, more than 20% of contact information changes annually. That’s a conservative estimate. In some cases, I’ve seen over 40% of CRM database information changes annually.
For most marketers, I’ve found, data quality is an afterthought. Who can blame them? It’s boring and tedious work. If you’re serious of creating measurable results, you must make sure you have the best marketing list possible.
CRM: The Integration Failure Guarantee
Thanks to Heath Row at Fast Company Now Blog