Your SlideShare is downloading. ×
Benchmark Report

Sales & Marketing Data Quality

Sponsored By:

© 2013 Demand Metric Research Corporation. All Rights Res...
TABLE OF CONTENTS
3

13

5

16

6

18

7

20

8

21

10

22
EXECUTIVE SUMMARY






3
EXECUTIVE SUMMARY


62% of study participants report that their volume of sales and marketing data is growing, and for ov...
RESEARCH METHODOLOGY

Annual Revenues:

Type of Organization:











Revenue Growth:














...
DATA SYSTEMS

A clear majority of study participants indicated that
most of their sales and marketing data resides in a
CR...
DATA QUANTITY

The number of records stored in systems is growing
for 62% of participants in this study, and over one-thir...
DATA ENTRY PATHS







72% of all respondents report using it to get data into
systems.

Sales & Marketing Data Qual...
DATA ENTRY PATHS
It is no surprise that 90% of Marketing Automation users are getting data into their systems via direct i...
DATA QUALITY

It’s important to understand the value of having clean
data: the dirtier sales and marketing data is, the ha...
ABOUT DEMAND METRIC

To read the rest of this Benchmark Report, become a Demand Metric member today!
Upcoming SlideShare
Loading in...5
×

Sales & Marketing Data Quality Benchmark Report

1,229

Published on

In October 2013, Demand Metric conducted a benchmarking study, with 227 respondents, to understand the relationship between data quality and revenue growth. This report details the results of this study. To read the rest of this Benchmark Report, become a Demand Metric member here: https://www.demandmetric.com/user/register

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,229
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "Sales & Marketing Data Quality Benchmark Report"

  1. 1. Benchmark Report Sales & Marketing Data Quality Sponsored By: © 2013 Demand Metric Research Corporation. All Rights Reserved.
  2. 2. TABLE OF CONTENTS 3 13 5 16 6 18 7 20 8 21 10 22
  3. 3. EXECUTIVE SUMMARY     3
  4. 4. EXECUTIVE SUMMARY  62% of study participants report that their volume of sales and marketing data is growing, and for over one-third, the volume is growing 10% or more per year.    The dirtiest data resides in Marketing Automation systems.    4 Organizations that are experiencing revenue growth are almost three times more likely to have clean data than organizations with flat or declining revenue growth.
  5. 5. RESEARCH METHODOLOGY Annual Revenues: Type of Organization:         Revenue Growth:            Primary Role of Respondent:
  6. 6. DATA SYSTEMS A clear majority of study participants indicated that most of their sales and marketing data resides in a CRM system. Sales & Marketing Data Quality Benchmark Report, Demand Metric, November 2013, n=227 6
  7. 7. DATA QUANTITY The number of records stored in systems is growing for 62% of participants in this study, and over one-third report that their record counts are growing at least 10% per year. Sales & Marketing Data Quality Benchmark Report, Demand Metric, November 2013, n=227 7 Over half of the participants indicate that new records are added to their sales or marketing systems on a daily basis
  8. 8. DATA ENTRY PATHS      72% of all respondents report using it to get data into systems. Sales & Marketing Data Quality Benchmark Report, Demand Metric, November 2013, n=227 8
  9. 9. DATA ENTRY PATHS It is no surprise that 90% of Marketing Automation users are getting data into their systems via direct integration with lead capture forms, because after all, Marketing Automation was developed to track leads from their source. For CRM and email solutions, data entry is the most frequently used method of populating these systems with records. This study did not investigate the reasons why data entry is not producing dirtier data, but we can speculate: those who are entering the data are also users of the systems. The longer dirty data is allowed to reside in a system, the higher the probability that its quality issues will negatively impact the campaigns, people or other systems that try to use it. 9
  10. 10. DATA QUALITY It’s important to understand the value of having clean data: the dirtier sales and marketing data is, the harder it is to communicate with prospects and customers. Sales & Marketing Data Quality Benchmark Report, Demand Metric, November 2013, n=227 10 Intuitively, marketers understand there is a direct connection between data quality and conversion rates.
  11. 11. ABOUT DEMAND METRIC To read the rest of this Benchmark Report, become a Demand Metric member today!

×