Reaching the right audience at the right time is hard enough, and it’s even harder when you waste time on bad data. Data comes to you in a range of formats across spreadsheets, field events and email lists,  and it changes as fast as job titles do.

When all forces combine, even the best data loses some validity every month, a fact often referred to as data decay.

Data Decay makes it tough to do truly well-targeted Marketing by function, persona and/or job level. When outreach isn’t hyper-targeted, results dip; when results dip, they can’t turn into prospects. At the end of the day, your CRM and automation tools are only as useful as the quality of your data.