Potential for Error
From the moment a data element is created and recorded, the potential exists for errors. Small data-entry errors can include spelling, punctuation, spacing, naming conventions, and abbreviations. Using a source that is not reliable, authoritative, or vetted can result in errors, omission, and duplication. For example, if a salesperson mistypes an email or phone number and cannot follow up on a hot lead, how will that salesperson find the information? When sales teams use flawed data, they spend time calling wrong numbers, following up on mail that never arrives, missing connections, duplicating efforts, and potentially damaging relationships.
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