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BtoB

Quality is job 1

NEED FOR PRECISION

By Published on .

As long as salespeople are meeting or exceeding quotas, King said, their managers are not going to hassle them about data input. But marketing people have different needs that call for more precision. “Quite often marketing folks need more. They have a much higher expectation about the quality of the records.” That's because they are often looking at the data in aggregate to identify buying patterns and ways to segment that information in order to create marketing strategy. While marketers should aim for precision, though, King said the quest for perfection is a waste of time. “I think you don't want to go overboard from a marketing perspective and make the hill into a mountain,” he said. “You have to get over wanting perfect data.” M
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