Managing data and using it to truly deliver customer insight is crucial to every element of success in B2B marketing and business in general. But getting the most out of data means doing it right. All too often, businesses are approaching data with confused, haphazard strategies and unreasonable expectations as to what data can accomplish. As a result, the immense potential and value of databases is being squandered. This whitepaper by Marketscan outlines the ‘five deadly sins' of B2B data and highlights how to avoid them.