Marketing and sales teams are drowning in data. But ensuring that data is high-quality and using it effectively are vexing problems. Sales and marketing staff struggle to wrangle data about marketing interactions, product usage, and customer service to tell the whole story about customer behavior. Digital commerce is also changing as a growing percentage of customers prefer digital interactions, which can only be understood and optimized using a large collection of data. The need to reduce data costs and produce more targeted marketing has led to the creation of micro-segmentation, which is reliant on data that is validated, cleansed, and organized. Organizations need a partner like Infoverity to implement a high-quality data management program to monitor the performance of their sales and marketing teams.