Its late on Sunday afternoon and for most of the day my wife and I have been scrubbing, sweeping, mopping and washing trying to get our house somewhat clean. It’s a great feeling to have a clean house but we look around and know that by the weekend the place will be a wreck. With two young children, two shedding dogs and both of us having busy careers, house chores tend to slip down our daily priority list. It’s not mission critical in our daily lives.
As I sat down to relax after the day’s labor, it struck me that my domestic situation and chores weren’t all that different from what companies experience with their prospecting database. You start with clean data but as the marketing and sales organizations go to work the data becomes a mess. Marketing teams are constantly bringing in data from outside sources and for the most part trusting that the data is accurate. Inside salespeople are doing research from a variety of sources and in some cases even guessing at information like email addresses and phone numbers. Salespeople are finding opportunities from customer referrals and referrals from their own personal network. They enter the barest amount of information required to create an opportunity and get on with the business of selling. This is likely the situation at your company and your channel partners, too.