Why ‘Dirty’ Data Is Costing Companies Millions in Lost Pipeline

Data is the lifeblood of any modern revenue engine, but all too often, it’s riddled with errors, duplicates, and missing fields.

“Dirty” data isn’t just a nuisance; it actively siphons off potential revenue and stalls pipeline growth.

In this webinar, we’ll delve into how inaccurate or incomplete information impacts every stage of the sales and marketing cycle, from misrouting leads to skewing forecasts.

You’ll learn practical, proven strategies for cleaning and governing your data so your teams can focus on closing deals, not fixing records.

We’ll cover:

How to Spot Missed or Misdirected Leads
Implement effective deduplication and data validation processes so every incoming lead reaches the correct rep. Use automated tools to identify duplicates, enrich incomplete records, and route leads based on predefined criteria—ensuring no potential opportunity slips through the cracks.

How to Optimize Marketing Spend
Clear out “ghost” contacts and refine audience segments to target real, engaged prospects.

Regularly purge or archive unresponsive leads, and use data hygiene best practices—such as email verification—to maximize the impact of ads and campaigns.

How to Prioritize Sales Efforts
Improve lead scoring with clean, accurate data so reps can focus on high-quality opportunities. Define clear data standards (e.g., mandatory fields in CRM systems) and use data enrichment tools to fill information gaps, enhancing both lead qualification and sales outreach.

How to Shorten the Sales Cycle
Centralize and automate account information to accelerate deal flow and build trust with prospects. Provide sales reps with a single, real-time view of leads and opportunities—minimizing time spent searching for details and speeding up the sales journey.

How to Enhance Customer Experience & Reduce Churn
Maintain a 360° view of each customer and unify data across marketing, sales, and support systems. By tracking interactions and updating records automatically, you can proactively address issues, personalize communications, and uncover opportunities for upselling.

How to Improve Forecast Accuracy
Use real-time dashboards and schedule routine data audits to keep projections grounded in fresh, reliable insights. Establish regular check-ins with teams to spot trends early and adjust tactics before forecasts veer off course.

How to Increase Team Productivity
Shift your teams’ focus from manual “data janitorial” work to high-value activities through automation. Integrate systems to synchronize data in real-time, flagging anomalies for quick resolution and freeing up valuable hours for strategic tasks.

How to Achieve Accurate Forecasts & Proactive Planning
Discover standardized methods for data input and reporting to ensure leadership has reliable insights. By automating real-time dashboards, you’ll gain early visibility into trends and make confident strategic decisions.

How to Boost Team Productivity
Explore best practices for synchronizing and cleansing data across departments. With automated updates and clear processes, your teams can spend less time correcting records and more time on activities that drive revenue.

How to Ensure Cross-Functional Data Ownership
Learn to establish shared data responsibilities across marketing, sales, and customer success. By assigning clear roles and accountability, you’ll keep information consistent and actionable—no matter who’s interacting with it.

If you’re ready to see how clean, accurate data can supercharge your pipeline and boost ROI, join us for this must-attend session. Equip yourself and your team with the tools, insights, and best practices to build a data-driven foundation for sustainable growth.

Meet the Presenters

Manoj Ramnani

Founder & CEO at SalesIntel

Manoj is the Founder and CEO of SalesIntel, a company committed to providing the pipeline generation platform using the highest quality B2B data on the market. SalesIntel uses the AI technologies and human research team hand-verifies every contact to ensure 95% accuracy on data. As the CEO, Manoj drives the strategic vision of SalesIntel, establishes and fosters key partnerships, and is building out the executive team that will make SalesIntel the leader of the data sector.

Navin Persaud

VP of RevOps, 1Password

At 1Password, my focus as Vice President of Revenue Operations centers on streamlining systems and processes, enhancing our go-to-market strategies with cloud computing and solution selling prowess. Our team has worked diligently to refine the customer acquisition and growth journey, emphasizing operational efficiency and data-driven decision-making

Reid Bierly

VP of RevOps, OPSWAT

Mr. Bierly is a highly skilled executive at the navigation of strategy to execution for Revenue/GTM Ops resulting in revenue growth, customer loyalty, operational excellence, and an engaged workforce. He is known for his continuous focus on driving innovation and his ability to move effortlessly between strategy, change management into day to day execution. His passion is to connect with people who are curious. People who seek to continuously improve themselves, their businesses, and the community around them.

Danielle Marquis

VP of RevOps, Betterworks

With over 14 years of experience in revenue operations, I have lead global teams that supports the sales, marketing, and customer success functions in achieving their goals and growing the business. My super power, is that I am able to connect the dots quickly across various business decisions and technologies, to drive and design a more operationalized path to GTM – not just to support our customers along their buyer journey, but to ensure our internal folks are optimized for productivity along their own GTM journeys.

My core competencies include Salesforce administration and customization, marketing automation with Pardot, Hubspot & Marketo, data analysis and reporting with Tableau, sales process optimization and automation with Gong, 6Sense, Zoominfo, Dealhub, Usergems, Groove and Outreach.io, and sales training and development. I am passionate about solving challenging problems, driving change and growth, and enabling transparency and collaboration across the organization. I have a MBA from Bentley University with a concentration in Marketing, which helps me understand the strategic and tactical aspects of scaling a business.

Arben Morina

VP of Global RevOps, Cision

Deliver double-digit profitable revenue by leading global transformation programs and targeted continuous improvement initiatives

Customer-focused global leader with extensive experience in strategy, planning, analytics, and execution of all aspects of commercial operations, quote-to-cash, and customer support. Accountable for enabling revenue growth, retention in high-growth sales environment. Talent for creating operating models, driving performance / productivity, and conceptualizing / executing complex transformation programs.

Expert in Salesforce CRM and sales/service/marketing automation technology, directing technology teams, and coordinating software development lifecycle activities. Thought leader, recognized for building and leading cross-functional teams, and establishing right culture for achieving ambitious objectives. Multilingual and articulate communicator with fluency in English, French, Albanian, and basic Japanese; leveraged for establishing and nurturing C-Level executive relationships with customers and key internal stakeholders, while delivering best-in-class services to promote loyalty/retention. Deep experience in due-diligence, acquisition integration, private equity environment, IPO and Sox readiness and execution in B2B, SaaS based industries.

Vivek Vishal

Head of Revenue Operations, Honeywell

Leading Global Sales Excellence / Financial Planning /Sales Strategy and Planning / Revenue Operations / Data Analytics for the PSS business at Honeywell. Responsibilities span across AOP planning, P&L Management, Go-To-Market Design, Territory & Quota planning, and Business Performance Management.