It’s not surprising that managing data is one of a marketer’s least favorite activities. Even though everything modern marketers do hinges upon having accurate CRM data, it’s not always easy to define a data hygiene process that allows you to have confidence in your data.

We all know there are issues with duplicate records, incorrect email attribution and more in even the best-kept databases. In fact, research by SiriusDecisions found between 10%-25% of B2B marketing database contacts contain critical errors.

The key to solving this common business challenge is deceptively simple: having a designated person or team in charge of data hygiene. The reality, of course, is there is no one-size-fits-all way to address data hygiene in the enterprise. To get a better understanding of how data-driven sales and marketing professionals are handling data hygiene in their organizations, we asked them to share who’s responsible for it within their organizations. Here are three different takes on how to maintain data integrity.

Data Cleanliness as a Marketing and Sales Collaboration

Demandbase struggles with the same data hygiene issues most B2B marketing teams share, and have made it a priority for their marketing operations team. However, although that team is the designated owner, it’s a partnership with their SDRs.

“When we have an SDR come in or we have a new territory or a new patch, it’s on that SDRs shoulders to build out those accounts and make sure that those contacts are in there,” said Stephanie Thomas, Demandbase’s senior manager of field marketing.

The marketing operations team goes through it on a weekly basis and cleans out obvious issues such as duplicates or known outdated data. That team is expected to use tools such as IP address identification to take a first pass at data clean-up, but the SDRs are expected to keep it clean and updated over the course of their interactions with the accounts.

A Centralized Operations Team to Drive Data Cleanliness at Eventbrite

“At Eventbrite, we have a centralized organization called revenue ops that’s a combination of our marketing operations team, our sales operations team, and our customer operations team, so MOPS, SOPS, and COPS,” said Heather Ezelle, Eventbrite’s head of field marketing.

This centralized operations team is responsible for maintaining and cleaning the data. The marketing team manages their own separate database that they work from for their campaigns, however, “that data’s only as good as the information that the sales is putting in,” said Ezelle.

In order to ensure the sales team’s data is as clean as possible when it gets to marketing, Eventbrite has a process in place to maintain constant communication between sales and marketing leaders on pre, during, and post-event instructions.

Data Hygiene is Everyone’s Job at Crowdflower

In smaller organizations, it doesn’t always make sense to have one designated owner for data hygiene. Rather, it can be more efficient to spread those responsibilities across the organization.

“We’ve also [with the tools that we purchased] had a huge increase in the number of leads and contacts that we have in our system, like six or eight X in the last four months,” said Anton Lenke, CrowdFlower’s director of sales development. “For us, it’s really everybody’s responsibility.”

Lenke is able to rally the sales team around keeping the lines of communication open, and ensuring understanding of the downfalls in not keeping the data updated. Only with constant communication and continually updating CRM data can the team make sure, for example, that a salesperson isn’t working a subsidiary of a company that someone else is already working.

“I’ve had to put some consequences in place otherwise nothing changes with a team of twenty,” said Lenke. “Whether it’s ‘Hey, do this three times and you’re not going get to the outing that we’re doing this month’ or whatever, it seems to change behavior pretty quickly.”

Automate Your Way to More Accurate Activity Data

One of the best ways to keep your data clean is to start at the source. Instead of making your salespeople responsible for creating new records and spending hours each day keeping them updated, consider ways to automate. At, we help companies put automation in place to create a clean single source of truth. To learn more, schedule a demo.