The challenge of business-to-business lead generation and nurturing is often made worse by self-inflicted handicaps. One such handicap is a marketing database jam packed with incorrect, redundant, or outdated contact and company information. It wreaks havoc on sales and marketing campaigns anddooms sales representatives to poor results. The Aging Data Challenge Customer contact information tends to age quickly. And in the last few years, the data-aging process has accelerated. Causes for inaccurate data include: Increased movement within organizations Widespread layoffs triggered by an anemic economy Data entry errors and omissions Companies going bankrupt and shutting their doors Differing data standards used when aggregating data Corruption in files when data is stored or transmitted Mergers and acquisitions Whatever the cause, bad data eats up time and money.