Findings show that industry is not satisfied with the quality of their data. The largest percentage of respondents (66%) report some level of dissatisfaction with the quality of the data from their organization’s primary customer reference data provider.
A real-time view of the customer is a top customer reference data priority for 66% of respondents. Respondents also cited managing sales execution (55%), enabling multichannel engagement (51%), and maintaining compliance (50%) as high priorities for data initiatives.
Organizations said they use or plan to use affiliations and hierarchy data to implement key account selling models (89%) and specialty sales models (89%), as well as to calculate incentive compensation (74%).
Most respondents cited the need to improve targeting, segmentation and alignment (69%), as well as customer insight (53%) as reasons for their quality improvement initiative.