B2B marketers, close your eyes and imagine that all of your sales and marketing data is clean, normalized, segmented, and correlated. In the real world, data will never be 100% perfect, but it is entirely achievable to have data that is 70% to 80% perfect. If you no longer had to struggle with poor quality data and its negative impact on sales and marketing operations, how would your short-term priorities and long-term strategy change?

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