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One of the biggest challenges Marketing Operations faced in 2015 was Big Data—where it comes from, what it means, who takes care of it, and what to actually do with it.

But once you figure out what to do with the influx of data, it's just as important to understand what not to do.

Here are seven disastrous data don'ts for Marketing and Sales.

1. Wrong Data

Adding big bad data to your marketing automation, email or CRM tool is one of the most disastrous things you can do. It's hard enough keeping these systems running smoothly, but if they get clogged with bad data... the struggle is greatly amplified.

Among the actions you can take to avoid this problem:

  • Get data from reputable sources.
  • Make sure to give the data a proper cleansing.
  • Make sure the data is matched up to CRM values perfectly.
  • Make sure the data you're importing is worth importing (ask, Is this data that sales actually wants?).

You've got to keep in mind the quality-versus-quantity debate. At some point, the "x number of leads gets me y in revenue, so doubling the input of leads should double my revenue" way of thinking will begin to fail.

Take a deep look into your data to find out what you are really trying to get from it; you may just discover some new insights.

2. Unorthodox Flow of Data Through Marketing Technology Ecosystem

Companies can set up their marketing automation and CRM systems in a way that works for them, but which may or may not be optimized for scaling. Then, when they want to ramp up their efforts, the entire process has to be changed for the scaling-up effort because it wasn't set up correctly in the beginning.

Essentially, there is no foresight into the eventual scaling up of the systems, and the initial incorrect/unorthodox setup creates massive problems down the road because of a lack of understanding of how the systems work.

3. Incorrect or Absent Metrics

Your team must have goals. Just make sure that they are within reason.

If you don't know where to start, begin by looking at your existing data and use averages to form a baseline. Then, let's say that you want to increase (or decrease) those metrics 5-10% each quarter. If you make it, brilliant! Take note of what made it successful and then ratchet up the effort.

If you don't reach the goal, then start dissecting the data to see where the error occurred. Once you know, you can make a better plan.

Working toward a goal is much more rewarding than just simply collecting data. It also gives you something concrete to show your CXO team.

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Seven Disastrous Data Don'ts for Marketing and Sales

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ABOUT THE AUTHOR

image of George Verey

George Verey is the marketing operations manager for marketing automation provider Act-On Software, He turns vast amounts of data into digestible and insightful narratives to enable his executive team to make strategic decisions.

LinkedIn: George Verey