Go-to-Market apps larded up with crap data? AI juiced tech stacks won’t help…

Salesforce, the leader in AI based CRM technology, acknowledges that 90% of CRM data is “incomplete”.

Their diplomatic way of saying it’s compromised, or to be exact, extremely flawed.

In today’s highly competitive B2B marketplace, reshaping go-to-market strategies is critical.

Billions of dollars are spent annually on leveling up ‘GTM’ technologies.

Cold hard, underappreciated, fact —

Every go-to-market application is fueled by one single, essential, architectural component.

DATA.

Building AI into your B2B marketing tech stacks isn’t going to provide a return when the process is fueled by bad data.

Even the most reliable database resources inherently yield an aggregate error rate of ~ 30%.

The B2B stakeholder landscape changes at rates never previously experienced. As data is aggregated from multiple sources, bad data outlasts any new data being acquired.

Another cold-hard fact — Experian, and other firms specializing in data integrity, estimate that up to 25% of REVENUE is spent on BAD DATA. That’s revenue, not cost of client-acquisition!

There are multiple ways in which flawed data contributes to loss of revenue. The most obvious is dedicating employees to outbound, presales, using flawed data. That significantly hobbles even the best of marketing initiatives.

Incremental fixes, even strict adherence to how data is manipulated, cleaned, applied, is no longer enough in the world of AI-based platforms.

DATA POWERED.

I began this article talking about investing in Go-to-market technologies. Specifically for the purpose of pipeline generation.

Proper ‘lead generation’, more comprehensively, Demand Generation, succeeds or fails on data quality.

As a fifteen year veteran specializing in Demand Gen, I've seen both data resources and CRM technology mature exponentially.

Access to ample amounts of data is assured, as well as multiple datapoints. An ideal environment for accomplishing purpose-driven account-based marketing.

While having ample resources is awesome, it also opens the spigot for that much more bad data as well.

Data is useless until it is ‘powered’ to meet a challenge. Structured to save time. Reliable. Actionable.

DATA SOLUTION.

Second Sight is the curator of our client’s data. Utilizing our resources, we structure the data to provide the intel we need. We verify every data point with intent. Every day, we start that process over again.

As a demand-gen firm using Account-based Marketing, pristine, 'powered', data provides the necessary intel. It tells us what we need to know about our targets in order to open new doors, efficiently.

I’ve written many times on the advantages of hooking up with a great Demand Generation partner [see How Based is your Account-Based Marketing?]. There are many advantages.

Partnering with a curator of your prospect's data is a stand-alone value-proposition. Lower overall cost of client acquisition, as well as a greater ability to align, and scale, marketing goals with the proper resources.

When Second Sight creates an outbound, data-driven, ABM campaign for our clients, we deliver qualified results. Sales meetings, opportunities, handed off to our client’s closers.

Visit us at Second Sight | Demand Generation and Business Development to see how we power data to align with your marketing and revenue goals.

Pro Tip — start taking care of your data now. If you keep throwing new data in the hopper... it's like a big box of tangled Christmas lights.

Even if you’re not planning on adding any new AI components or GTM applications… you will be soon enough. Learn how to sort, prioritize, de-duplicate, etc.

When you do choose to upgrade, the transition will be easier and faster. There are companies that specialize in Data Science and data integrity that can help you with all of that.

Check in with us. We'll point you in the right direction.

-JF