If you’re like most marketing or sales leaders, you’ve probably been caught in the crossfire when a campaign underperforms. Marketing blames sales for not following up. Sales blames marketing for poor leads. Sound familiar? According to LinkedIn’s State of Sales Report, 87% of sales and marketing leaders say collaboration between departments enables business growth, but only 46% say the two are actually aligned.This misalignment often starts with inconsistent or siloed contact data. That’s where things go sideways—fast. I’ve seen it firsthand: outdated or duplicate records, unclear ownership, and wildly different CRM entries lead to finger-pointing instead of performance.
Why Unified Contact Data is the Game Changer
When marketing and sales work from the same, clean, and consistent contact database, it transforms everything—from lead qualification to ROI attribution. At RI Digital Research, we specialize in unifying contact data so both teams are pulling from the same source of truth. This eliminates miscommunication and ensures every lead is nurtured correctly.
I’ve worked with organizations where unifying contact data reduced lead leakage by over 30%. It also shortened sales cycles because reps weren’t chasing bad or outdated contacts. It’s not just about cleaning up your CRM—it’s about building a shared foundation of trust.
From Blame Game to Teamwork
Unified contact data turns that tension between departments into collaboration. For instance, when sales knows exactly how and when a lead interacted with a marketing asset—webinar, email, or ad—they can tailor their outreach with context. On the flip side, marketing can see which contacts moved through the funnel and attribute that success accurately.
When both teams speak the same data language, finger-pointing disappears. What emerges instead? Accountability, transparency, and better decisions. Unified contact data makes it possible.
Better Campaigns. Smarter Tracking. Real ROI.
With consistent contact data, you’re not just aligning teams—you’re making your entire GTM strategy more intelligent. At RI Digital Research, we provide contact intelligence that includes verified titles, firmographics, engagement behavior, and buying signals.
That means marketing can segment more accurately and personalize outreach, while sales can prioritize accounts showing real intent. The result? Better campaigns, smarter tracking, and measurable ROI.
Your Next Step to Alignment
If your teams are tired of the blame game, it’s time to invest in unified contact data. At RI Digital Research, we’re not just a data provider—we’re a partner in aligning your go-to-market teams. Let’s build a data-driven bridge between marketing and sales.
Reach out today to learn how our contact intelligence solutions can power your revenue engine from the ground up.
