The Impact Of Bad Data On The B2B Revenue Waterfall

January 1st, 2018

Julian Archer

Summary

Many contact and account databases in B2B organizations are akin to poorly stowed objects, with contents that have not been properly labeled, managed and maintained. Unchecked, this practice can lead to misdirected marketing and sales efforts and, worse, the loss of revenue opportunities. However, B2B marketing executives often struggle to convince senior management of the importance of implementing permanent process changes governing data treatment. In this report, we explain the case for adopting improved processes for the management of contacts and accounts, including pertinent external forces, basic data management issues, and a drill-down into each stage of the Forrester B2B Revenue Waterfall to highlight issues caused by poor data management.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.