GLOSSARY · DEFINITION
Data Decay
The steady rot of B2B contact and account data — roughly 30% per year — as people change jobs and companies change shape.
Data decay means a CRM left ungoverned gets meaningfully wrong every quarter without anyone touching it: titles go stale, contacts move on, companies merge, rename, and reorganize. It is why a one-time list purchase or annual cleanup cannot hold — the market moves continuously, so the data underneath go-to-market has to be corrected continuously too.