The Negative Impact of Data Decay on B2B Sales Organizations [Infographic]

People change jobs. They get promoted. Companies fold. And acquisitions happen. All of this can contribute to data decay. In fact, some estimates put the average annual decay of a database at around 25%. Imagine that… ¼ of your records will be no good by this time next year.

In the world of Big Data and data accuracy, that can create huge inefficiencies for a B2B sales organization – not to mention the impact on marketing, lead gen, finance, and customer relationships.

ZoomInfo put together the below infographic outlining the negative impact of data decay. Some key stats for you to digest:

  • 40% of business objectives fail due to inaccurate data
  • 62% of organizations rely on marketing and prospect data that’s up to 40% inaccurate
  • Up to 25% of B2B database contacts contain critical errors
  • 1-10-100 rule: It costs $1 to verify a record as it’s entered, $10 to scrub and cleanse it later, and $100 if nothing is done

Check out the rest of the information:


Garrett Hollander

Garrett Hollander

Director, Content Strategy at Red Base Interactive
Garrett Hollander serves as the Director of Content Strategy for Red Base Interactive. In that role, he serves the B2B sales and marketing community with premium content, posts, and ideas around various topics related to B2B sales.
Garrett Hollander
Garrett Hollander