Dirty Data Persists as a Hidden Threat to a Company’s ROI
JoTo PR client, MountainTop Data, was featured in a Socialnomics piece called Curtailing Dirty Data.
Today, 67 percent of businesses rely on CRM data to segment and target customers and 64.8 percent of sales reps’ time is spent on non-revenue generated activities.
Another recent survey found that 40 percent of sales reps are looking for somebody to call and 24 percent of sales managers cited lead quantity and quality are one of the greater challenges in prospecting clients.
Yet, dirty data is still an obstacle for sales teams as inaccurate data costs 546 hours a year per full-time sales rep, 27.3 percent of sales reps’ time. Here are three of the many ways dirty data can impact a business internally and externally:
- Duplicates of customer profiles or leads can hurt a company’s reputation and cause potential customers to ask off lists. It’s estimated that duplicate data alone can add up to $20-$100 per record.
- Inflated data storage fees. When there are duplicate names and addresses, when old names aren’t removed, when lists contain errors, they can become inflated making companies pay ever-increasing storage fees.
- Salespeople waste time contacting worthless “leads” that are on dirty lists. This is time that could be spent contacting hot leads.
MountainTop Data, headquartered in Los Angeles, has provided data services for B2B marketing for almost two decades, including marketing lists, data cleaning, data appending, data maintenance and email campaign management services. With an unrelenting commitment to quality, it was the first company to guarantee the accuracy of its licensed data and business emails. Its data services have been used by some of the world’s biggest brands across a multitude of industries, including multi-national telecommunication corporations, office technology companies, PR firms and more. For more information visit https://www.mountaintopdata.com
Socialnomics covers the applications of social media across a breadth of various industries.
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