Organizations are betting on bad data.
Data is the backbone of modern business—but in CRM systems, it can be a force for growth or a source of friction.
Ninety percent of respondents went as far as to call data the cornerstone of their company’s operations.
However, just because companies value data doesn’t mean they’re managing it well. An overwhelming 76 percent of respondents said less than half of their organization’s CRM data is accurate and complete.
Now for the real kicker: In the same survey, only 32 percent said their company has a data quality problem. (Data confidence is even shakier in the United Kingdom, where professionals were 33 percent more likely to question the integrity of their data.)
Amid the confusion, one thing is clear: There’s a major disconnect between data perception and reality. Most CRM users admit their data is a mess—yet they still claim data quality isn’t a problem.
One possible explanation for the gap? Industry analysts suggest we’re entering an era of “good enough” data—in which organizations settle for data that’s functional rather than flawless. This approach is a ticking time bomb: What feels “good enough” today could explode into bigger problems tomorrow, especially as AI tools magnify data issues.
