Imagine trying to buy a gift for someone you’ve never met. If you know someone who knows them, you might ask what the gift receiver would like to try and figure out the best gift to buy. Now imagine that the person you ask gives you incorrect information – unless you get really, really lucky, you’re not going to buy a great gift.
Wondering what this has to do with sales and surveys? Well, planning your sales efforts based upon unhealthy data is the same as trying to buy a gift for someone you’ve never met based on an incorrect assumption of their personality. If you want your business to be successful, you need to ensure that your data is up to date and healthy.