Marketing teams today have access to more data than ever before. But if that data isn’t clean, organised or consistent, it can quietly undermine everything from targeting and segmentation to reporting and decision-making.
In this From Ink to Impact webinar, we were joined by Susan Walsh, Founder of The Classification Guru and author of the new book: Optimizing Sales and Marketing Data: Strategies for Accuracy and Efficiency.
Susan works with organisations around the world to fix messy sales, marketing and procurement data at scale – helping them unlock smarter insights, better targeting and stronger commercial performance.
In this session, we explored:
- Why dirty data is one of the biggest hidden barriers to effective professional services marketing
- The most common data problems lurking in CRM and marketing systems
- How better classification and taxonomy improves segmentation and analytics
- Why clean data is essential for AI and automation to work properly
- Practical steps marketing teams can take to improve data quality
- Whether you’re struggling with inconsistent CRM data, unreliable reporting or ineffective segmentation, this conversation will help you understand how cleaner data leads to smarter marketing decisions.
