Every revenue leader knows CRM data quality is a problem. But few understand just how severe it has become. Our research across hundreds of GTM organizations reveals a crisis that's worse than most realize.
91% of CRM data is incomplete. 70% becomes stale within a year. 90% of unstructured data goes completely unused. These aren't edge cases—they're the norm.
The cost isn't just in bad data. It's in the time teams spend trying to work around it. Sales reps spend 35% of their time on CRM administration. Customer success managers spend even more. This is time that could be spent on actual customer work.
Traditional approaches to data quality—training, incentives, audits—have failed because they treat the symptom rather than the disease. The problem isn't that people don't want to maintain good data. It's that the systems we've built make it nearly impossible.
The solution requires a fundamental rethinking of how CRM data is captured, enriched, and maintained. And that solution is finally within reach.