Vision Report

The Impact Of Bad Data On The B2B Revenue Waterfall™

July 27th, 2023
With contributors:
Cristina De Martini , Brett Kahnke , Tyler Orleans , Ellen Lind


In many B2B organizations, the contents of contact and account databases have not been properly labeled, managed, and maintained. Unchecked, this practice can lead to misdirected marketing and sales efforts and, worse, loss of revenue opportunities. Yet, B2B marketing executives often struggle to convince senior management of the importance of implementing permanent process changes governing data treatment. In this report, we make the case for adopting improved processes for contact and account management, outlining pertinent external forces, basic data management issues, and the potential impacts of poor data management on each stage of the Forrester B2B Revenue Waterfall.

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