B2B Marketing Tip of the WeekMarketing and sales data is only useful when it’s current and accurate. The first step to better data is clear accountability. Strategies where “everyone” is responsible usually mean “no one” works at data quality.

First, establish basic rules for data entry and maintenance, then assign ownership for specific accounts and fields to those who use the system.

By delegating responsibility, marketing can manage at a big-picture level, and those closest to the data—who interact directly with the customers or prospects in the database—can participate in its upkeep.

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