HOW TO: Improve results through better prospect data

There's no two ways about the fact that poor data costs leads. But what about the collateral damage incurred in the form of lost opportunities, squandered resources, diminished productivity, decreased morale and wasted marketing budget? Not to mention the negative message it sends to a prospect about your organisation.

It's extraordinary that while prospect data is the mainstay of any telemarketing organisation, it's not treated with the same care as other costly assets that depreciate in value over time. Very few businesses have any form of data governance in place - even data that is bought and paid for as opposed to the internally generated, ostensibly free variety.