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Why Data Quality is Key to the Sales and Marketing Relationship

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History is full of famous “frenemies,” from opposing politicians to the latest Hollywood gossip – people who work closely together but get under each other’s skin. But in your workplace, one of the most common frenemy relationships is between sales and marketing.

On paper, of course, both teams drive the revenue side of their organization. Their functions are critical to each other, and they support each other’s efforts. But scratch the surface, and you’ll often find some built-in sources of conflict:

“Marketing doesn’t give us enough good leads.”

“Sales piddles around and then blames us for not closing the deal.”

“Marketing doesn’t listen to our needs.”

“Sales is always making unrealistic demands about lead quality.”

In reality, both teams are linked to a common shared goal, and often frustrate each other when these goals don’t happen as planned. And very often, the culprit is data quality.

The problem in most organizations is that data quality is nobody’s job. Marketing is focused on lead acquisition, and sales is focused on closing contracts. Making sure that contact data is accurate, names aren’t fraudulent, or leads are qualified all take time away from people’s daily workflow. And over time, more than 70% of this data becomes even more incorrect as changes happen. Unfortunately, the result is that bad data is accepted as part of the status quo – or worse, leads to fingerpointing.

The solution to this problem is obvious: automate the process of data quality. Thankfully, solutions exist nowadays for turning your raw contact data into a stronger revenue generation engine. Here are some of the capabilities you can build right into your contact intake and marketing process:

  • Lead Validation can verify contact addresses against real-time USPS and Canada Post databases, cross-validate these addresses with phone, email and IP address data, and then return a lead quality of 1-100 from an analysis of over 130 data points.
  • Phone Append can take your contact data and find corresponding phone numbers, using a proprietary database of over 800 million consumer, business and government phone number listings, with up to 75% accuracy.
  • GeoPhone capabilities can produce latitude and longitude data from your phone contact data for geographically-based marketing efforts – or even find corresponding mailing and SMS/MMS addresses, for over 400 million available phone numbers in North America.
  • For outbound telemarketing campaigns, Phone Exchange can verify the accuracy and type of your phone contact records. In addition to lead accuracy, this can help you discover numbers that have changed hands since your last campaign, particularly wireless numbers – and help keep you from running afoul of the Telephone Consumer Protection Act (TCPA), where fines for unwanted calls can run as high as $1500 per violation.

Capabilities like these yield an immediate ROI for the effectiveness of your sales and marketing efforts, which are fueled by the quality of your contact data. In addition, as prospects turn into customers, they can play a key role in preventing fraud and maintaining customer satisfaction.

This is a situation where a little technology can make a real difference in the dynamics of your sales and marketing teams. Here is an analogy: with real life “frenemies,” family therapists generally try to find solutions that help both sides feel like they are winning. Data quality tools are like family therapy for your sales and marketing team: they take their most common points of conflict and turn them into revenue-building solutions that everyone can be happy with.

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