CRM Data

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08 Jan: 3 Ways to Keep Sales, Marketing Contact Data Fresh

Contact data doesn’t keep forever. In fact, businesses lose as much as 70 percent of their customer relationship management (CRM) records to “decay” each year. In layman’s terms, the contact info your sales and marketing team so diligently gathered is now out of date and useless.

Experts in the industry agree, including Fenwick & West’s Director of Marketing Technology, Jon Metcalf.

“The biggest hurdle to developing a useful, valuable CRM program is not the system,” he noted. “The biggest hurdle is how to get quality data into the system in the most efficient manner; not only at the…