877,000 records. A contract sized for 165,000. A real CRM we audited — paying monthly to store contacts it couldn't even use.
It got worse. Reps were pitching companies that were already customers, in another region. Nothing connected the systems that knew. The contract was sized for the wrong shape. The data was wrong about who fit, and wrong about who was already paying. And nobody had measured it until we did.
~30% per year
B2B contact data decays about 30% a year. Every list you hold is quietly going wrong while you plan next quarter. A CRM that was never governed isn't a system of record. It's a liability with a license fee.
AI won't save it
A model bolted onto bad data automates the garbage faster. That's not a hypothesis — that's what most "AI in your CRM" tooling actually produces. The hard part was never the model. The hard part is the harness: the clean market spine underneath it, the codified expertise wrapped around it, the methodology governing what it does.
Governance is the fix
Match your CRM to your true market. Flag what's wrong. Enrich what's real. Suppress what should never be touched. Then your CRM finally tells the truth — coverage, whitespace, data health, one screen, real numbers.
That's the coverage-gap analysis. It's the first deliverable of a governed revenue system. Two weeks. Read-only. No IT project. The number nobody has ever shown you about your own business.