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B2B data decays. Fast. In a study of 12,000 CRM instances, we found the median org had 43% of contact records outdated within 18 months of import — enough to distort every downstream metric your RevOps team reports on.
Why data decays so quickly
The average knowledge worker changes jobs every 2.7 years. Add in company M&A, domain migrations, and the natural churn of email infrastructure, and you get roughly 2.5% of your database going stale every single month.
What stale data actually costs
Beyond the obvious deliverability hit, stale records inflate ICP counts, corrupt attribution, and cause SDRs to spend up to 27% of their day chasing dead numbers and bounced sends.
The enrichment cadence that works
Sync open opportunities weekly. Refresh all engaged contacts monthly. Re-verify the full database quarterly. Prospct.io handles this on autopilot — but even a manual cadence beats letting rot compound.