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

1. Benchmark Report
Sales & Marketing Data Quality
Sponsored By:
© 2013 Demand Metric Research Corporation. All Rights Reserved.

2. TABLE OF CONTENTS
3
13
5
16
6
18
7
20
8
21
10
22

3. EXECUTIVE SUMMARY




3

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. RESEARCH METHODOLOGY
Annual Revenues:
Type of Organization:








Revenue Growth:











Primary Role of Respondent:

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. 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. 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. 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. 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. ABOUT DEMAND METRIC
To read the rest of this Benchmark Report, become a Demand Metric member today!