HomeResearch Articles The Impact of Bad Data on Demand Creation

The Impact of Bad Data on Demand Creation

In this brief, we review the goals of market segmentation and the principles that should be applied to define market segments.

  • According to our research, between 10 percent and 25 percent of b-to-b marketing database contacts contain critical errors
  • Organizations must shift their focus from one-time data cleansing to ongoing data maintenance to turn the tide
  • Not updating records after every sales interaction will lessen the impact marketing can have on later stages of the demand waterfall
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