Jason Saltzman

Why Accurate Contact Data Is Essential For GTM Strategy

Jan 6

“Reach the right people at the right time with the right message.”

This golden rule of sales and marketing requires that GTM teams have the most up-to-date and accurate contact data. We take a look at a few of the key elements of how better contact data drives better GTM results.

  1. Contact-level data decays faster than company and firmographic data
  2. People, not companies, do the actual decision making
  3. Tracking the right people in prospect accounts is essential in competitive markets

Each go-to-market strategy requires essential ingredients working together like a great recipe. But, even the most perfect strategy will fall short if the people you put your message in front of are no longer relevant, or you lack up-to-date contact records, to begin with.

The bottom line is that business decision-making is done at the human level, and up-to-date contact-level data is essential for successful go-to-market programs.

The Historical Challenges to Fighting Contact Database Decay

At the same time, the ability to maintain an up-to-date and accurate contact database has been challenging, and subject to a decay rate higher than your other data elements like account data points.

Many companies attempt to circumvent these challenges with a hybrid approach using programmatic ads for targeting messages to people, and broad-stroke account-based marketing strategies, settling for the outcomes and making fine-tuned changes based on the results.

Up until now keeping your contact database up to date has been a task for your sales and marketing team through ongoing CRM upkeep, with no systemic upkeep readily available.

Even the best data vendors for contact data are often months or even years out of date.

For years, it has just been too hard or too costly to keep the valuable contacts in databases and CRMs clean and up-to-date.

Powering GTM Strategies with Live Data

The Live Data Standard marks a shift in what’s possible, now databases of any size can be continuously kept up to date ensuring job changes are accurately tracked, and the integrity of your database is at its maximum.

This new ability to track job changes in real time also unlocks a host of new opportunities, including:

  • Fresh sales leads in the form of your champions moving to new companies
  • Customer health tracking for timely updates as your champions or power users depart existing customer accounts
  • Detection of promotions within your customer accounts for a success stories, upsell opportunities, and case studies

Simply, accurate and fresh contact data unlocks actionable revenue opportunities for GTM teams across sales, marketing, and customer success.