A database of prospects is useless unless you can make it speak. Sing. Serenade. So how will you illicit these dulcet tones from a spreadsheet? The fact is, without data we can’t do marketing and without good data, we can’t do good marketing. The ability to leverage relevant data is vital to developing targeted relationships with prospects and cultivating these relationships over time. According to Sirius decisions in December 2008, “Best practice organizations can actually realize 70% more revenue based on data quality.” Too often, data management within a company is either relegated to the IT dungeon or simply put on the ‘too hard’ pile and considered too tedious and cumbersome to deal with. Time goes by and data goes bad.