What Is Data Integrity? Definition, Guide and Benefits

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</div> </div> <div class="mega-menu-level-2__column title-display-both cols-3" style="min-width: 350px;"> <div class="mega-menu-level-2__column-title"> Why Cognism </div> <div class="mega-menu-level-2__link-item link-l3 no-subline"> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-flag-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/why-sales-intelligence"> <div class="mega-menu-level-2__link-text"> Why Sales Intelligence </div> </a> </div> </div> <div class="mega-menu-level-2__link-item link-l3 no-subline"> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-revenue-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/roi"> <div class="mega-menu-level-2__link-text"> ROI </div> </a> </div> </div> <div class="mega-menu-comparison-links-section"> <div class="mega-menu-level-2__column-title"> See How We Compare </div> <div class="mega-menu-comparison-links"> <a href="https://www.cognism.com/cognism-vs-zoominfo" class="comparison-link" target="_blank" rel="noopener"> Cognism vs Zoominfo </a> <a href="https://www.cognism.com/cognism-vs-lusha" class="comparison-link" target="_blank" rel="noopener"> Cognism vs Lusha </a> <a href="https://www.cognism.com/cognism-vs-apollo-io" class="comparison-link" target="_blank" rel="noopener"> Cognism vs Apollo </a> <a href="https://www.cognism.com/alternatives" class="comparison-link" target="_blank" rel="noopener"> Cognism vs Other Providers </a> </div> </div> </div> </div> </div> <div class="mega-menu-level-1__link"> <a href="https://www.cognism.com/our-data"> Data </a> <div class="mega-menu-level-2 cols--1 "> <div class="mega-menu-level-2__column title-display-mobile cols-1" style="min-width: 370px;"> <div class="mega-menu-level-2__column-title"> Data </div> <div class="mega-menu-level-2__link-item link-l3 "> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-dashboard-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/our-data"> <div class="mega-menu-level-2__link-text"> About our data </div> <div class="mega-menu-level-2__link-sub-text"> Learn more about our data </div> </a> </div> </div> <div class="mega-menu-level-2__link-item link-l3 "> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-phone-simple-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/contact"> <div class="mega-menu-level-2__link-text"> Contact </div> <div class="mega-menu-level-2__link-sub-text"> Get through to everyone you want to reach </div> </a> </div> </div> <div class="mega-menu-level-2__link-item link-l3 "> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-context-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/context"> <div class="mega-menu-level-2__link-text"> Context </div> <div class="mega-menu-level-2__link-sub-text"> Be relevant with a combination of fit and intent </div> </a> </div> </div> <div class="mega-menu-level-2__link-item link-l3 "> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-compliance-security-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/compliance"> <div class="mega-menu-level-2__link-text"> Compliance </div> <div class="mega-menu-level-2__link-sub-text"> Connect with confidence </div> </a> </div> </div> </div> </div> </div> <div class="mega-menu-level-1__link"> <a href="" onclick="return false;"> Customers </a> <div class="mega-menu-level-2 cols--1 "> <div class="mega-menu-level-2__column title-display-mobile cols-1" style="min-width: 370px;"> <div class="mega-menu-level-2__column-title"> Success Stories </div> <div class="mega-menu-level-2__link-item link-l3 "> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-license-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/case-studies"> <div class="mega-menu-level-2__link-text"> Case Studies </div> <div class="mega-menu-level-2__link-sub-text"> Learn why 3000+ companies use Cognism </div> </a> </div> </div> <div class="mega-menu-level-2__link-item link-l3 "> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-awards-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/customer-reviews"> <div class="mega-menu-level-2__link-text"> Customer Reviews </div> <div class="mega-menu-level-2__link-sub-text"> What our customers say about us and the awards we've won </div> </a> </div> </div> <div class="mega-menu-level-2__link-item link-l3 "> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-praise-raving-fans-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/customer-advocacy-programme"> <div class="mega-menu-level-2__link-text"> Cognism Champions </div> <div class="mega-menu-level-2__link-sub-text"> An advocacy programme that rewards customers for being champions </div> </a> </div> </div> </div> </div> </div> <div class="mega-menu-level-1__link"> <a href="" onclick="return false;"> Content Hub </a> <div class="mega-menu-level-2 cols--2 has-cta"> <div class="mega-menu-level-2__column title-display-none cols-2" style="min-width: 460px;"> <div class="mega-menu-level-2__column-title"> Links </div> <div class="mega-menu-level-2__link-item link-l3 "> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-edit-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/resources"> <div class="mega-menu-level-2__link-text"> All Resources </div> <div class="mega-menu-level-2__link-sub-text"> Actionable resources for sales, marketing and revops professionals </div> </a> </div> </div> <div class="mega-menu-level-3 link-l3"> <div class="mega-menu-level-3__column cols-2" style="margin-right: 60px;"> <a href="https://www.cognism.com/blog"> Blog </a> <a href="https://www.cognism.com/resource-items?type_id=69058372507&type_name=Books%20%26%20Reports"> Books & Reports </a> <a href="https://www.cognism.com/resource-items?type_id=69058372508&type_name=Checklists%20%26%20Templates"> Checklist & Templates </a> <a href="https://www.cognism.com/resource-items?type_id=69058372509&type_name=Newsletters"> Newsletters </a> <a href="https://www.cognism.com/resource-items?type_id=69058372510&type_name=Podcasts"> Podcasts </a> <a href="https://www.cognism.com/resource-items?type_id=69058372511&type_name=Webinars"> Webinars </a> </div> <div class="mega-menu-level-3__column cols-2"> <a href="https://www.cognism.com/diary-of-a-first-time-cmo"> Diary of a first-time CMO </a> <a href="https://www.cognism.com/fix-your-funnel"> Fix Your Funnel </a> <a href="https://www.cognism.com/the-revops-guide/chapter-1"> The RevOps Guide </a> <a href="https://www.cognism.com/revops-hub"> RevOps on Demand </a> <a href="https://www.cognism.com/sdr-zone"> SDR Zone </a> <a href="https://www.cognism.com/cold-calling-report-2025"> The State of Cold Calling Report 2025 </a> <a href="https://www.cognism.com/dg-playbook"> The Demand Gen Playbook Course </a> </div> </div> <div class="mega-menu-level-2__link-item link-l3 "> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-interactive-resources-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/interactive-resources"> <div class="mega-menu-level-2__link-text"> Interactive Resources </div> <div class="mega-menu-level-2__link-sub-text"> Explore our interactive calculators and workflows </div> </a> </div> </div> <div class="mega-menu-level-3 link-l3"> <div class="mega-menu-level-3__column cols-2" style="margin-right: 60px;"> <a href="https://www.cognism.com/demo-centre"> Free Product Tours </a> <a href="https://www.cognism.com/en/roi-calculator"> ROI Calculator </a> </div> <div class="mega-menu-level-3__column cols-2"> <a href="https://info.cognism.com/tam-calculator"> TAM Calculator </a> <a href="https://www.cognism.com/cognism-signatures"> Cognism Signatures </a> </div> </div> </div> <div class="mega-menu-level-2__column title-display-none cols-2" style="min-width: 320px;"> <div class="mega-menu-level-2__column-title"> CTA </div> <div class="mega-menu-level-2__cta "> <span id="hs_cos_wrapper_mega-menu_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_cta" style="" data-hs-cos-general-type="widget" data-hs-cos-type="cta"><span class="hs-cta-wrapper" id="hs-cta-wrapper-b7fca826-f689-4b87-a371-76a563c26c60"><span class="hs-cta-node hs-cta-b7fca826-f689-4b87-a371-76a563c26c60" id="hs-cta-b7fca826-f689-4b87-a371-76a563c26c60"><a href="https://cta-redirect.hubspot.com/cta/redirect/2340453/b7fca826-f689-4b87-a371-76a563c26c60" target="_blank" rel="noopener"><img class="hs-cta-img" id="hs-cta-img-b7fca826-f689-4b87-a371-76a563c26c60" style="border-width:0px;" height="596" width="488" src="https://no-cache.hubspot.com/cta/default/2340453/b7fca826-f689-4b87-a371-76a563c26c60.png" alt="New call-to-action"></a></span><script charset="utf-8" src="/hs/cta/cta/current.js"></script><script type="text/javascript"> hbspt.cta._relativeUrls=true;hbspt.cta.load(2340453, 'b7fca826-f689-4b87-a371-76a563c26c60', {"useNewLoader":"true","region":"na1"}); </script></span></span> </div> </div> </div> </div> <div class="mega-menu-level-1__link"> <a href="" onclick="return false;"> Pricing </a> <div class="mega-menu-level-2 cols--1 "> <div class="mega-menu-level-2__column title-display-mobile cols-1" style="min-width: 300px;"> <div class="mega-menu-level-2__column-title"> </div> <div class="mega-menu-level-2__link-item link-l3 no-subline"> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-license-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/pricing"> <div class="mega-menu-level-2__link-text"> Pricing </div> </a> </div> </div> <div class="mega-menu-level-2__link-item link-l3 no-subline"> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-faq-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/faq"> <div class="mega-menu-level-2__link-text"> FAQ </div> </a> </div> </div> </div> </div> </div> <div class="mega-menu-level-1__link"> <a href="" onclick="return false;"> Company </a> <div class="mega-menu-level-2 cols--2 has-cta"> <div class="mega-menu-level-2__column title-display-none cols-2" style="min-width: 250px;"> <div class="mega-menu-level-2__column-title"> Links </div> <div class="mega-menu-level-2__link-item link-l3 no-subline"> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-info-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/about-us"> <div class="mega-menu-level-2__link-text"> About Us </div> </a> </div> </div> <div class="mega-menu-level-2__link-item link-l3 no-subline"> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-user-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/careers"> <div class="mega-menu-level-2__link-text"> Careers </div> </a> </div> </div> <div class="mega-menu-level-2__link-item link-l3 no-subline"> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l3" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l3-connect-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/partners"> <div class="mega-menu-level-2__link-text"> Partnerships </div> </a> </div> </div> </div> <div class="mega-menu-level-2__column title-display-none cols-2" style="min-width: 370px;"> <div class="mega-menu-level-2__column-title"> CTA </div> <div class="mega-menu-level-2__cta "> <span id="hs_cos_wrapper_mega-menu_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_cta" style="" data-hs-cos-general-type="widget" data-hs-cos-type="cta"><span class="hs-cta-wrapper" id="hs-cta-wrapper-06a4da10-6a32-41cc-9a5f-9dfd4fa8c311"><span class="hs-cta-node hs-cta-06a4da10-6a32-41cc-9a5f-9dfd4fa8c311" id="hs-cta-06a4da10-6a32-41cc-9a5f-9dfd4fa8c311"><a href="https://cta-redirect.hubspot.com/cta/redirect/2340453/06a4da10-6a32-41cc-9a5f-9dfd4fa8c311"><img class="hs-cta-img" id="hs-cta-img-06a4da10-6a32-41cc-9a5f-9dfd4fa8c311" style="border-width:0px;" height="392" width="434" src="https://no-cache.hubspot.com/cta/default/2340453/06a4da10-6a32-41cc-9a5f-9dfd4fa8c311.png" alt="Book product tour"></a></span><script charset="utf-8" src="/hs/cta/cta/current.js"></script><script type="text/javascript"> hbspt.cta._relativeUrls=true;hbspt.cta.load(2340453, '06a4da10-6a32-41cc-9a5f-9dfd4fa8c311', {"useNewLoader":"true","region":"na1"}); </script></span></span> </div> </div> </div> </div> </nav> </div> <div class="mobile-mega-menu-wrapper"> <div class="mega-menu-level-2__column title-display- cols-2 "> <div class="mega-menu-level-2__column-title"> Use Cases </div> <div class="mega-menu-level-2__link-item link-l2"> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l1" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l2-sales-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/sales-leaders"> <div class="mega-menu-level-2__link-text"> Sales </div> </a> </div> </div> <div class="mega-menu-level-2__link-item link-l2"> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l1" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l2-marketing-conversation-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/marketing-leaders"> <div class="mega-menu-level-2__link-text"> Marketing </div> </a> </div> </div> <div class="mega-menu-level-2__link-item link-l2"> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l1" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l2-revops-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/revenue-operations"> <div class="mega-menu-level-2__link-text"> GTM Ops </div> </a> </div> </div> <div class="mega-menu-level-2__link-item link-l2"> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l1" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l2-suitcase-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/recruitment"> <div class="mega-menu-level-2__link-text"> Recruitment </div> </a> </div> </div> </div> <div class="mega-menu-level-2__column title-display- cols-2 "> <div class="mega-menu-level-2__column-title"> Products </div> <div class="mega-menu-level-2__link-item link-l2"> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l1" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l2-search-simple-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/prospector"> <div class="mega-menu-level-2__link-text"> Prospector </div> </a> </div> </div> <div class="mega-menu-level-2__link-item link-l2"> <div class="mega-menu-level-2__icon"> <svg class="icon-size-l1" data-src="//fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/icons/l2-enhance-light.svg" data-cache="disabled"></svg> </div> <div class="mega-menu-level-2__link-wrapper"> <a href="https://www.cognism.com/enrich"> <div class="mega-menu-level-2__link-text"> Enrich </div> </a> </div> </div> <div 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widget-type-custom_widget dnd-module" style="" data-widget-type="custom_widget" data-x="0" data-w="12"> <div id="hs_cos_wrapper_widget_1701268180861" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module widget-type-rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><span id="hs_cos_wrapper_widget_1701268180861_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text"><h1 style="text-align: left;">Data Integrity: Chapter 1</h1> <p>At the core of your revenue operations strategy lies data. </p> <p>However, the volume and variety of data can pose significant data-cleansing challenges.</p> <p>Let's look at that in a bit more detail 👇</p></span></div> </div> </div> </div> <div class="row-fluid-wrapper row-depth-1 row-number-5 dnd-row"> <div class="row-fluid "> <div class="span12 widget-span widget-type-custom_widget dnd-module" style="" 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class="span12 widget-span widget-type-custom_widget widget_1700212734034-flexbox-positioning dnd-module" style="" data-widget-type="custom_widget" data-x="0" data-w="12"> <div id="hs_cos_wrapper_widget_1700212734034" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module widget-type-linked_image" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"> <span id="hs_cos_wrapper_widget_1700212734034_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_linked_image" style="" data-hs-cos-general-type="widget" data-hs-cos-type="linked_image"><img src="https://www.cognism.com/hubfs/RevOps%20Linkedin%20Infographic-03.png" class="hs-image-widget " style="max-width: 100%; height: auto;" alt="RevOps Linkedin Infographic-03" title="RevOps Linkedin Infographic-03" loading="lazy"></span></div> </div> </div> </div> </div> </div> </div> <div class="row-fluid-wrapper row-depth-1 row-number-7 dnd_area-row-2-background-layers dnd_area-row-2-background-color dnd-section"> <div class="row-fluid "> <div class="span3 widget-span widget-type-cell dnd-column" style="" data-widget-type="cell" data-x="0" data-w="3"> <div class="row-fluid-wrapper row-depth-1 row-number-8 dnd-row"> <div class="row-fluid "> <div class="span12 widget-span widget-type-custom_widget dnd-module" style="" data-widget-type="custom_widget" data-x="0" data-w="12"> <div id="hs_cos_wrapper_dnd_area-module-5" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"> <div id="article_content" class="negative-position" data-module="in-page-anchor"></div></div> </div> </div> </div> <div class="row-fluid-wrapper row-depth-1 row-number-9 dnd-row"> <div class="row-fluid "> <div class="span12 widget-span widget-type-custom_widget dnd-module" style="" data-widget-type="custom_widget" data-x="0" data-w="12"> <div id="hs_cos_wrapper_dnd_area-module-6" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"> <div class="cmo-sidebar"> <div class="author-min-read hide-on-mobile"> <div class="author-min-read__author"> By: Becca Cope-Thomson </div> <div class="author-min-read__min-read"> <span class="author-min-read__mins">1</span> minute read </div> </div> <div class="mobile-flex-row"> <div class="blog-social-sharing-wrapper"> <div class="blog-social-sharing__item"> <a href="http://www.linkedin.com/shareArticle?mini=true&url=https://www.cognism.com/the-revops-guide/chapter-1&utm_medium=social&utm_source=linkedin"> <svg data-src="https://fs.hubspotusercontent00.net/hubfs/2340453/raw_assets/public/cognism/images/socials/linkedin-circle.svg" data-cache="disabled"></svg> </a> </div> <div class="blog-social-sharing__item"> <a 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</a> </div> <div class="sidebar-accordion-menu "> <div class="sidebar-accordion-menu-wrapper"> <div class="sidebar-menu-title"> <h4 class="text-plum-600"> Contents </h4> <a href="https://www.cognism.com/the-revops-guide" class="button link-style background-transparent background-hover-transparent border-transparent border-hover-transparent button-text-plum_600 button-text-hover-plum_600 with-arrow arrow-left-side arrow-left"> Back to start </a> </div> <span id="hs_cos_wrapper_dnd_area-module-6_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_menu" style="" data-hs-cos-general-type="widget" data-hs-cos-type="menu"><div id="hs_menu_wrapper_dnd_area-module-6_" class="hs-menu-wrapper active-branch flyouts hs-menu-flow-horizontal" role="navigation" data-sitemap-name="default" data-menu-id="145612878915" aria-label="Navigation Menu"> <ul role="menu" class="active-branch"> <li class="hs-menu-item hs-menu-depth-1 hs-item-has-children" role="none"><a href="https://www.cognism.com/the-revops-guide#article_content" aria-haspopup="true" aria-expanded="false" role="menuitem">The Single Source of Truth</a> <ul role="menu" class="hs-menu-children-wrapper"> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide#anchor-1" role="menuitem">The benefits of an SSOT</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide#anchor-2" role="menuitem">Closing Thoughts</a></li> </ul></li> <li class="hs-menu-item hs-menu-depth-1 active hs-item-has-children active-branch" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-1#article_content" aria-haspopup="true" aria-expanded="false" role="menuitem">Data Integrity</a> <ul role="menu" class="hs-menu-children-wrapper active-branch"> <li class="hs-menu-item hs-menu-depth-2 active active-branch" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-1#anchor-1" role="menuitem">The benefits of data integrity in RevOps</a></li> <li class="hs-menu-item hs-menu-depth-2 active active-branch" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-1#anchor-2" role="menuitem">Strategies to improve and maintain data integrity</a></li> <li class="hs-menu-item hs-menu-depth-2 active active-branch" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-1#anchor-3" role="menuitem">Closing thoughts</a></li> </ul></li> <li class="hs-menu-item hs-menu-depth-1 hs-item-has-children" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-2#article_content" aria-haspopup="true" aria-expanded="false" role="menuitem">Metrics</a> <ul role="menu" class="hs-menu-children-wrapper"> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-2#anchor-1" role="menuitem">How to set the right metrics</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-2#anchor-2" role="menuitem">Key Metric Examples</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-2#anchor-3" role="menuitem">Closing thoughts</a></li> </ul></li> <li class="hs-menu-item hs-menu-depth-1 hs-item-has-children" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-3#article_content" aria-haspopup="true" aria-expanded="false" role="menuitem">Streamline Data, Reporting, and Automation Processes</a> <ul role="menu" class="hs-menu-children-wrapper"> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-3#anchor-1" role="menuitem">Streamlining Data Management</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-3#anchor-2" role="menuitem">Streamlining Reporting</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-3#anchor-3" role="menuitem">Leveraging automation beyond reporting</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-3#anchor-4" role="menuitem">Closing thoughts</a></li> </ul></li> <li class="hs-menu-item hs-menu-depth-1 hs-item-has-children" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-4#article_content" aria-haspopup="true" aria-expanded="false" role="menuitem">Data Architecture and Centralisation</a> <ul role="menu" class="hs-menu-children-wrapper"> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-4#anchor-1" role="menuitem">How to centralise your data</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-4#anchor-2" role="menuitem">Benefits of Data Architecture in RevOps</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-4#anchor-3" role="menuitem">Closing thoughts</a></li> </ul></li> <li class="hs-menu-item hs-menu-depth-1 hs-item-has-children" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-5#article_content" aria-haspopup="true" aria-expanded="false" role="menuitem">Creating a Unified Funnel</a> <ul role="menu" class="hs-menu-children-wrapper"> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-5#anchor-1" role="menuitem">The Importance of a Unified Funnel</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-5#anchor-2" role="menuitem">How to create a Unified Funnel</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-5#anchor-3" role="menuitem">Closing Thoughts</a></li> </ul></li> <li class="hs-menu-item hs-menu-depth-1 hs-item-has-children" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-6#article_content" aria-haspopup="true" aria-expanded="false" role="menuitem">Building An Allocation Process And Territory Plan</a> <ul role="menu" class="hs-menu-children-wrapper"> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-6#anchor-1" role="menuitem">The benefits of territory planning and account allocation</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-6#anchor-2" role="menuitem">How to create an allocation process and territory plan</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-6#anchor-3" role="menuitem">Closing Thoughts</a></li> </ul></li> <li class="hs-menu-item hs-menu-depth-1 hs-item-has-children" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-7#article_content" aria-haspopup="true" aria-expanded="false" role="menuitem">Data Storytelling</a> <ul role="menu" class="hs-menu-children-wrapper"> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-7#anchor-1" role="menuitem">The Benefits of Data Storytelling</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-7#anchor-2" role="menuitem">Examples of Data Storytelling</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-8#anchor-3" role="menuitem">Closing Thoughts</a></li> </ul></li> <li class="hs-menu-item hs-menu-depth-1 hs-item-has-children" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-8#article_content" aria-haspopup="true" aria-expanded="false" role="menuitem">Analysing the Funnel</a> <ul role="menu" class="hs-menu-children-wrapper"> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-8#anchor-1" role="menuitem">Analysing Wins</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-8#anchor-2" role="menuitem">Understanding Losses</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-8#anchor-3" role="menuitem">Closing Thoughts</a></li> </ul></li> <li class="hs-menu-item hs-menu-depth-1 hs-item-has-children" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-9#article_content" aria-haspopup="true" aria-expanded="false" role="menuitem">Scaling businesses with RevOps</a> <ul role="menu" class="hs-menu-children-wrapper"> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-9#anchor-1" role="menuitem">Product-market fit</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-9#anchor-2" role="menuitem">Go-to-market risk</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-9#anchor-3" role="menuitem">Adoption Risk</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-9#anchor-4" role="menuitem">Scalability</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-9#anchor-5" role="menuitem">Revenue Predictability</a></li> <li class="hs-menu-item hs-menu-depth-2" role="none"><a href="https://www.cognism.com/the-revops-guide/chapter-9#anchor-6" role="menuitem">Closing thoughts</a></li> </ul></li> </ul> </div></span> </div> </div> </div> <div class="sticky-column-wrapper" id="dnd_area-module-6"></div> </div> </div> </div> </div> </div> <div class="span9 widget-span widget-type-cell dnd-column" style="" data-widget-type="cell" data-x="3" data-w="9"> <div class="row-fluid-wrapper row-depth-1 row-number-10 dnd-row"> <div class="row-fluid "> <div class="span12 widget-span widget-type-custom_widget dnd-module" style="" data-widget-type="custom_widget" data-x="0" data-w="12"> <div id="hs_cos_wrapper_dnd_area-module-8" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module widget-type-rich_text widget-type-rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><span id="hs_cos_wrapper_dnd_area-module-8_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text"><p>Data hygiene issues can hinder decision-making, <span> go-to-market planning, </span>customer experiences, and operational efficiency.</p> <p>That’s why maintaining data integrity is key.</p> <p>This involves minimising inconsistencies and redundancies and ensuring that data remains high quality across revenue-related functions.</p> <h2 style="font-size: 30px;"><span style="color: #000000; font-size: 48px;">The benefits of data integrity</span><span style="color: #000000;"></span></h2> <ul> <li><span>Clean and reliable data help GTM teams understand their <a href="/blog/ideal-customer-profile" rel="noopener" target="_blank">ICP</a> and minimise the risk of failure when expanding into new market segments. They can target the prospects who share the right fit and characteristics with their best customers.</span></li> </ul> <p><span>As Sid Kumar, Senior Vice President of Revenue Operations at HubSpot, said:</span></p> <p style="font-weight: bold;">"Data is really the fuel that drives a relevant and highly targeted go-to-market strategy."</p> <ul> <li><span>Accurate data also helps identify the early signals of a <a href="/fix-your-funnel/preventing-churn-increasing-expansions" rel="noopener" target="_blank">customer’s churn</a>. This could allow organisations to be proactive rather than reactive and work to resolve customer’s pain points ahead of the curve.<br></span></li> <li><span>Data integrity reduces errors and redundant work.<br></span></li> <li><span>Reliable data allows for effective customer engagement strategies, improving the overall customer experience. </span></li> <li>High-quality data ensures that customers receive relevant and personalised experiences. By maintaining data integrity, GTM teams can accurately segment their customer base, target specific demographics, and tailor their marketing efforts accordingly. </li> </ul> <p>This ensures that customers receive the right message at the right time, leading to increased engagement and satisfaction.</p> <ul> <li><span>Accurate data is essential for predictive analytics, enabling organisations to anticipate customer needs and identify trends.</span></li> </ul> <p><span>As Sid Kumar said:</span></p> <blockquote> <p><span><span style="font-weight: bold;"> "Data is the foundation of successful revenue operations teams." And indeed, there are several significant benefits that come with maintaining data integrity in RevOps."</span></span></p> </blockquote> <ul> <li><span>Clean and reliable data provides accurate insights into customer behaviour, buying patterns, and trends. With data integrity, revenue operations teams can make <a href="/blog/gtm-motion" rel="noopener" target="_blank">data-driven decisions</a>. They can identify areas of improvement, optimise sales and marketing strategies, and allocate resources effectively. This leads to better decision-making across the organisation.</span></li> <li>Inaccurate or incomplete data can cause operational inefficiencies, leading to wasted time and resources.</li> <li>Data integrity ensures that information is accurate and up to date, allowing revenue operations teams to streamline processes and eliminate redundancies.</li> <li>With increasing <a href="/blog/b2b-data-compliance-guide" rel="noopener" target="_blank">data protection regulations</a> such as the GDPR (General Data Protection Regulation), data integrity becomes crucial in ensuring compliance. By maintaining data accuracy and protection, you can mitigate the risks of fines, reputation damage, and customer attrition due to non-compliance.</li> </ul> <h2><span>How to improve and maintain data integrity</span></h2> <p><span>RevOps teams can implement <a href="/blog/data-hygiene" rel="noopener" target="_blank">data hygiene</a> strategies to maintain data integrity.<br></span></p> <p><span>RevOps establishes data governance policies and standards, defining data quality metrics and ownership responsibilities.<br></span></p> <p><span>RevOps integrates data from various sources and reviews and updates customer information, eliminating duplicates and correcting errors.</span></p> <h3><span>1. Review collection process:</span></h3> <p><span>Assess and adjust the data collection process to start with clean data. Then, communicate the value of data integrity to all employees.</span></p> <h3><span>2.  Structuring your team</span></h3> <p><span>Achieving nearly 100% data integrity depends on your team structure and who is responsible for each data point.</span></p> <p><span>Consider designating roles such as an Insights Manager, Pre-Sales, Post-Sales, and Marketing Operations to oversee specific data-related functions.</span></p> <p><span>Each team member should be clear about their responsibilities, including managing data syncing from marketing efforts, tracking spending, and maintaining data integrity.</span></p> <h3><span>3. Optimise your tech stack</span></h3> <p><span>One of the primary responsibilities is ensuring that all the different tools and systems are connected.<br>This connectivity is essential to create a <a href="/the-revops-guide/chapter-4" rel="noopener" target="_blank">unified data ecosystem</a> that enables smoother operations.<br></span></p> <p><span>Leore Spira, the Director of Revenue Operations at Blink, pointed out:</span></p> <blockquote> <p style="font-weight: bold;">"You want to make sure that you build a tech stack that is suitable, not just for the sales team, but also for other stakeholders in the process because you don’t want to start bringing too many tools and integrate it with several platforms."</p> <p style="font-weight: bold;">"You need to think outside the box, but you also need to ensure that you’re using your resources smartly and carefully because otherwise you’re damaging the data."</p> </blockquote> <p><span>Conduct thorough research into tech stack best practices. Evaluate tools for <a href="/blog/lead-routing" rel="noopener" target="_blank">lead routing</a>, prospecting, data orchestration, data capture, and <a href="/blog/data-vendors" rel="noopener" target="_blank">data suppliers</a>.</span></p> <h3><span>4. Check for data errors</span></h3> <p><span>Implement multiple checkpoints to validate data correctness and completeness throughout its lifecycle.</span></p> <h3><span>5. Define your data’s relevance and importance</span></h3> <p><span>Not all data is created equal, and more data doesn’t necessarily equate to better insights.</span></p> <p><span>Instead of being overwhelmed by vast amounts of data, focus on understanding what data truly matters to your business. </span><span>Take it from Sid Kumar, who said:<br></span></p> <p style="font-weight: bold;">"It’s easy to get caught up in data for data’s sake, and more is not necessarily better in this context. I think being targeted and focused about what you’re using your data for and how it’s helping you connect your go-to-market strategy with your customers is essential."</p> <p><span>Define how you intend to use this data, whether it’s to understand your <a href="/what-is-total-addressable-market" rel="noopener" target="_blank">Total Addressable Market</a>, achieve a Share of Addressable Market, or ensure product-market fit.</span></p> <h3><span>6. Data refinement</span></h3> <p><span>Data often has a shelf life, and knowing when data is 70-80% accurate is usually enough to base healthy and conscious decisions on.</span></p> <p><span>As Sid Kumar explained:</span></p> <p style="font-weight: bold;">"You sometimes have to accept it’s never going to be perfect. There’s no such thing as ‘perfect’ data, and as soon as it becomes perfect, normally it’s outdated and stale."</p> <blockquote> <p style="font-weight: bold;">"So it’s how much data you need in order to get a conviction as a company that you’re taking a calculated set of risks and bets to go after a market."</p> </blockquote> <p><span>Restrict data access to necessary users to reduce the risk of data integrity compromise.</span></p> <h3><span>7. Error-detection</span></h3> <p><span>Utilise error-detection software to identify potential data risks.<br></span></p> <h2 style="font-size: 48px;"><span style="color: #000000;">Closing thoughts</span></h2> <p>Data integrity is essential in any effective revenue operations strategy.</p> <p>Data integrity is not just a nice-to-have aspect of your business operations but a crucial element that can have a significant impact on your revenue growth and customer experiences.</p> <p>Organisations can improve decision-making, efficiency and scalability by recognising the importance of data integrity and implementing strategies to maintain it.</p></span></div> </div> </div> </div> <div class="row-fluid-wrapper row-depth-1 row-number-11 dnd_area-column-7-row-1-vertical-alignment dnd-row"> <div class="row-fluid "> <div class="span12 widget-span widget-type-cell cell_1700213784744-vertical-alignment dnd-column" style="" data-widget-type="cell" data-x="0" data-w="12"> <div class="row-fluid-wrapper 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