It might sound simple, but without accurate and consistent data, even your best marketing automation efforts will be futile.
For example, something as simple as personalizing an email greeting needs accurate and consistent data. Be honest, how many times have you looked through your first name field and spotted something like “Payroll” or “Jamie (Pronounced Hi-May).” And, has an email been deployed starting with, “Dear Payroll” or better yet, “Dear Contact McNot”? Of course! Remember how you felt when you received such an email?
Even if it appears daunting, it’s imperative to ensure data consistency & accuracy in addition to making sure that everyone is on the same page w.r.t data entry & data acquisition. Your marketing automation goals depend on it.