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Any Sales Operations professional will tell you there is a direct correlation between sales productivity and data quality. When you really know your prospects and customers, you know their needs - and how you can best serve those needs, quickly identify the best qualified prospect and customer cross-sell and up-sell opportunities, and pinpoint key decision-makers. In short, the better equipped salespeople are - with the right information on prospects and customers - the better their chances of winning and keeping business.
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