10 Rules About Data

1. A great database is a competitive advantage.
2. Great data accounts for 30% of a campaign’s success.
3. No one notices perfect data.
4. No one was fired for buying the best data available.
5. If it’s less expensive, it’s probably lower in quality, too.
6. If customers and prospects are “the business,” then data provides the map to get there.
7. You can’t find the treasure without the map.
8. Data is the least expensive part of any sales or marketing effort and the most costly when inaccurate.
9. Every person in your company benefits from high-quality data.
10. When it comes to data quality, don’t sweat the small stuff—because we already have!