Funnel Radio Line-up - March 22, 2018
Marketers Need Digital Analytics Skills says Laura Patterson on CRM RadioToday

The New Reality: Bad Databases Make Companies Uncompetitive

Why It's Important

"The data revolution has finally hit a tipping point: bad, incomplete and  inaccurate  prospect and customer data equals sales, revenue, forecasting and marketing failure"

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The message that CRM is something a company can't live without is well-founded but accepted and ordinary.  About five years ago...

it was Marketing Automation that was the must have product.   Shortly after that it became ABM for everyone that the marketing people chased.    The common thread running through all of this is that none of it works if the data which is collected, stored, cleaned and maintained is trash.   

The sunk cost of the tools becomes a drag on everyone and everything in the company if the data is bad.   AI and machine learning may be attractive, but the same issue applies, bad data and the AI engine also fails.  The data revolution has finally hit a tipping point: bad, incomplete and  inaccurate  prospect and customer data equals sales, revenue, forecasting and marketing failure.

Data is the lifeblood of all sales and marketing initiatives (or the electricity that powers them) – but we’re not referring to just any data; for this discussion, we’re talking about quality contact and account data; the data that every
and marketing person depends on. The guest is Ned Leutz Director of new business at ZoomInfo.  The host is Anna Fisher.

20180315-tweet-fisher-leutz (1)About the Guest:  Ned Leutz, Director, New Business at ZoomInfo.  Ned Leutz has spent the last eight years helping ZoomInfo’s customers tackle their database hygiene challenges. As Director of Sales, Ned oversees the large account segment of ZoomInfo’s market, focusing on New Business acquisition. A native of Lexington, Massachusetts, when Ned isn't solving complex data challenges, you can find him on the golf course or behind the grill working on one of his culinary creations

About the Host: Anna Fisher, Senior Director of Marketing & Head of Lead Generation at ZoomInfo

As Senior Director of Marketing and Head of Lead Generation at ZoomInfo, Anna Fisher is directly responsible for lead nurturing strategies, lead generation and brand awareness.   In 2016, under Anna’s leadership, 86% of closed won business came from marketing generated leads. Anna is also credited for using her leadership skills to spearhead ZoomInfo’s internal alignment initiative between sales and marketing.

About ZoomInfo

For over a decade, ZoomInfo has helped companies achieve their most important objective: profitable growth. Backed by the world’s most comprehensive B2B database, our platform puts sales and marketing professionals in position to identify, connect, and engage with qualified prospects. 

  • Headquarters: Waltham, MA
  • Founded: 2000
  • 6 Patents
  • 223M Business People
  • 13M Company Profiles
  • 47M Direct Dials

 More Anna Fisher:

How Companies Are Using Databases to Improve Sales & Marketing Productivity

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