Free ebook: The High Cost of Bad Data

DiscoverOrg Releases Research Report on the High Costs of Bad Data DiscoverOrg has always preached the importance of having clean and up-to-date data at the fingertips of marketing and sales teams, but over the last few months the rhetoric around the importance of good data has really ramped up from Marketing Automation vendors, Appointment Setting and Lead Generation companies, and the sales and marketing teams at major technology organizations who are looking for every opportunity to make their teams more efficient. The study released today combines research from a variety of sources including Eloqua, a leading marketing automation company, LeadJen, a marketing services company, and MarketingSherpa, a marketing research company. Some of the key findings show that one bad record costs on average $11.00 (source: Eloqua), that inside sales reps waste on average 27% of their time on bad data (source: LeadJen), and that data degrades at a rate of 2.1% a month (source: MarketingSherpa). “If you don’t have live research analysts dedicated to keeping information up-to-date and accurate you will undoubtedly be wasting hundreds of thousands, if not millions, of dollars each year in wasted productivity,” says Henry Schuck, DiscoverOrg’s Vice President of Sales. A list of 10,000 names that costs $10,000.00 in initial acquisition will end up having an actual cost of $43,000.00 if only 30% of the information is inaccurate-and that does not take into account lost productivity time for sales reps. DiscoverOrg protects against wasted investment in lead generation and marketing programs by dedicating 55+ research analysts to cleaning and updating the data on IT Decision Makers that its customers have access to. “Sales and Marketing teams must realize that the cost of data is not about the initial acquisition costs, it’s really about the effectiveness of the data and there is no way you can get the ROI you’re looking for from a service provider who is not actively updating and adding to its data sets,” Schuck adds.

Table Of Contents

Table of Contents What is Bad Data?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Ignorance is Not Bliss .....................................................6 How Does Good Data Go Bad? .............................................8 When Does Good Data Go Bad?...........................................10 Consider the Source................................................12 The Real Cost of Bad Data ..............................................14-19 Data Health Check ......................................................20 A Better Data Solution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22 Dedicated Staff .........................................................24 Sales Intelligence.......................................................26 So Fresh and So Clean ...................................................28 Getting It Together ......................................................30 About DiscoverOrg . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32

First 3 Pages

THE HIGH COSTOF BAD DATA SOME THINGS GET BETTER WITH AGE.YOUR DATA IS NOT ONE OF THEM. HENRY SCHUCK Co-Founder & Chief Executive Officer Henry Schuck is a leading entrepreneur in sales intelligence and lead generation. Having founded IT sales leads intelligence company DiscoverOrg in 2007 when he was 23, he has led the company on a rapid growth path. Under Henry’s leadership, DiscoverOrg built the industry’s most accurate, highest-quality contact database, not through technology like webscraping or crowdsourcing but by employing a team of more than 100 data analysts who continually call into thousands of IT, marketing and finance departments. DiscoverOrg was recognized for the quality of its datasets with both a Stevie® and a CODIE award. It was also named a Leader and ranked Number One in customer service by G2 Crowd. Table of Contents What is Bad Data?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Ignorance is Not Bliss .....................................................6 How Does Good Data Go Bad? .............................................8 When Does Good Data Go Bad?...........................................10 Consider the Source................................................12 The Real Cost of Bad Data ..............................................14-19 Data Health Check ......................................................20 A Better Data Solution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22 Dedicated Staff .........................................................24 Sales Intelligence.......................................................26 So Fresh and So Clean ...................................................28 Getting It Together ......................................................30 About DiscoverOrg . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32