Your CRM is only as reliable as the data inside it. Without regular maintenance, that foundation—and the insights you derive from it—quickly erode. According to data cited by ZoomInfo, a staggering 94% of businesses suspect that their customer and prospect data is inaccurate—a signal that nearly all organizations are sitting on shaky ground. (Gartner)
The True Cost of Data Decay
It’s not just about trust—dirty data bites your bottom line too:
- 40% of business objectives fail due to inaccurate data. That’s nearly half of your strategic goals at risk. (Gartner)
- Plus, up to 70% of B2B data becomes obsolete annually, meaning three-quarters of your CRM could be outdated before you launch your next campaign. (Gartner)
- Gartner estimates that poor data quality costs organizations an average of $12.9 million per year. (Gartner)
- IBM reports that U.S. businesses lose approximately $3.1 trillion each year due to poor data quality. (IndustrySelect)
What to Watch For During a CRM Audit
When you audit your CRM, these areas should be your priority:
- Undeliverable Emails & Bounce Rates
Identify and purge hard bounces immediately. It’s the first defense in protecting your sender reputation and keeping campaigns efficient. - New Hires & Departures
Job churn is real—ZoomInfo data highlights how pervasive inconsistencies are in contact records. Refreshing titles and affiliations is essential to avoid misdirected outreach. - Updated Contact Info
With nearly all businesses doubting the accuracy of their data, updating phone, email, and profile details should be a routine practice. - Duplicates & Incomplete Data
Inaccurate or partial records disrupt reporting, segmentation, and lead management—so merge or fill gaps where needed. - Engagement & Activity Records
Segment stale contacts from active ones. Not every record needs removal—some may just need rejuvenating or reprioritization.
Data Decays—Fast and Silently
But your revenue doesn’t have to suffer. With 94% of firms already doubting their data, a proactive CRM audit isn’t a one-off task—it’s a strategy to safeguard your workflows, outreach, and revenue.Boost your precision, fortify deliverability, and empower your teams with the fresh, accurate data they need to win.
Contact NuGrowth today to set up time for us to assess your database and to learn what outcomes you could expect from having us audit and enhance your data.