In this brief, SiriusDecisions, a leading B2B advisory and consulting firm, provides an approach to measuring the value of data quality so that stakeholders can properly evaluate data investments.


For B2B marketers trying to understand how well the organization is positioned to perform, knowing that data can and should go beyond the "readiness metric class" to identify the activity, output, and impact of their campaigns is paramount. Specific topics covered include:


  • The downstream benefits that marketers gain by better data
  • The cost avoidance and savings from better data
  • The reduction of risk exposure from better data


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