The quality of data was the No. 1 of marketers at IT companies using CRM and marketing automation systems, according to a new study from DiscoverOrg, a sales and marketing intelligence tools provider.
In the report, Room for Improvement: Data Quality Impacting CRM and Marketing Automation Usage at IT Companies, 33% of the 359 respondents listed keeping accurate data as their biggest concern. 58% said they relied on IT sales reps to update their CRM data. The report was based on an online survey conducted by DiscoverOrg in July 2013.