Report

The lead and contact data benchmark

Why trusted contact data is the foundation of AI ROI

Teams with documented data standards and governance processes are more likely to realize a return on their AI investment.

Among the teams fully prepared with documented governance processes, the rate of hitting expected AI ROI runs more than three times that of teams with significant gaps or nothing in place. Pair an agreed standard for inbound records with a control applying it, and the rate is 50% higher than among teams holding neither.

Most revenue teams have done the hard part. Three in five have gotten sales and marketing to agree what an inbound record must contain, and far fewer have anything applying that standard as records arrive.

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Inside you’ll learn:

  • Where teams land across four positions: a standard with a control, a standard on paper, tooling with no standard and neither in place
  • Where lead and contact records actually enter the business, and why msot teams name at least two entry points
  • Why trust in CRM data and bad decisions made on it sit inside the same teams
  • What happens to AI lead scoring when no agreed definition of a complete record sits behind it
  • Who hold accountability for record accuracy, and where it falls between marketing, revenue operations and IT

With a foreward and closing perspective from Scott Brinker, chiefmartec.

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