Your sales and marketing efforts are only as effective as the data behind them. Many teams assume their data provider is keeping contact records accurate, but all it takes is one outdated title or duplicate entry for deals progress stall and for teams to waste time finding the right information. Our 2025 Revenue Technology Survey reveals just how costly poor data quality can be, and why it continues to hold back go-to-market teams.
The enrichment vendor fallacy
When leaders say, “We already have a data vendor,” they expect peace of mind. In reality, many vendors pass raw records straight to the customer with little or no verification. According to our survey, 68 percent of companies buy third-party enrichment, but 69 percent still rely on manual checks to catch errors. Those duplicate steps slow down operations, strain budgets, and expose CRMs to ongoing decay.
Compounding impacts of bad data
Bad data rarely shows up as a single glaring mistake. Instead it quietly compounds:
- Wasted rep time chasing phone numbers that no longer exist.
- Damaged sender reputation after email bounces spike.
- Reporting distortions when one prospect appears five times under slight variations.
Why your current stack is not enough
Automation on its own cannot solve a data quality problem it cannot see. The survey shows 90 percent of teams use automated hygiene tools, yet the persistence of manual checks tells a different story: integrations alone do not guarantee accuracy. If the underlying contacts are wrong, every sequencer, dialer, and dashboard inherits that flaw.
See how your vendor measures up
This is why YourICP offers a free, self-serve data hygiene analysis so you can audit the records provided by any enrichment source without committing budget or resources to a brand new tool. Simply upload a sample file, receive a detailed quality scorecard, and learn exactly where duplicates, invalid emails, and title mismatches are costing conversions. No integrations, no fees, just answers.
Next steps
Dirty data erodes conversion rates long before it shows up in quarterly results. Validate your current vendor and protect your pipeline today.
Run a free data hygiene analysis through YourICP and see the quality of your contact data.