What is outdated CRM data costing you?
People change jobs, phones and emails, and B2B data goes out of date at about 22% a year. Answer 5 questions to see what that costs your sales team.
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- Every assumption explained
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Question 1 of 5
How many contacts are in your CRM?
Question 2 of 5
What is your average deal size?
Question 3 of 5
What share of opportunities do you win?
Question 4 of 5
How often do you update and enrich your CRM?
Question 5 of 5
How many salespeople reach out to prospects?
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Leave your details to see the full report now:
- How many records are already out of date
- How many selling hours go to outreach that reaches no one
- How much revenue is at risk
- What continuous updating would save
What outdated CRM data costs you
Scale
- Outdated contacts
- Selling hours on outreach that bounces
Yearly cost
- Wasted selling time
- Finding contacts again
- Revenue at risk
Opportunity
- Yearly savings from continuous updating
An estimate based on industry averages. Revenue at risk estimates opportunities that may never be created.
We have your details. One of our data and AI engineers will get back to you within one business day to go through the results with you.
Next steps
How we calculate
The calculation follows the enrichment calculators of leading B2B data companies, using the assumptions they publish themselves. Anything that is our own assumption is marked as one.
| Line | Calculation | Source |
|---|---|---|
| Outdated contacts | Contacts × 30% (never), 15% (yearly), 6% (quarterly) or 3% (continuous). | Experian: about 30% of contact data is inaccurate. B2B data decays about 22.5% a year (MarketingSherpa). The levels average over each cleanup cycle. |
| Wasted selling time | Salespeople × 50 touches a day × 230 working days × share outdated × 6 minutes per failed touch × hourly cost ($42 in dollars or euros, ₪150 in shekels). | 6 minutes per failed touch: Cognism's published assumption. ₪150 an hour: our assumption. $42 an hour: Cognism's $75K SDR cost over 1,800 hours. 50 touches a day: our assumption. |
| Finding contacts again | Outdated contacts your salespeople reach in a year (see the next line) × 10 minutes × hourly cost ($50 in dollars or euros, ₪180 in shekels). | 10 minutes to re-source a contact and $50 an hour for RevOps: Cognism. ₪180 an hour: our assumption. |
| Revenue at risk | Salespeople × 1,440 contacts a year × share outdated × 3% that become opportunities × win rate × deal size. Never more than all outdated records. | 3% outreach-to-opportunity: Cognism. 1,440 contacts a year (50 touches a day, 230 days, 8 touches per contact): our assumption. |
| Savings from continuous updating | Today's cost minus the cost with continuous updating (3%). | The calculation itself. |
Each answer range is calculated at its midpoint. Exchange rate: $1 = ₪3.6.
Questions
Why does CRM data go stale so fast?
People change jobs, get promoted, switch phones, and companies rename or close. On average about a fifth of B2B data is wrong after a year.
We cleaned our CRM last year. Isn't that enough?
A one-off cleanup starts aging the next day. That's why continuous updating, by hand or with an AI agent, saves much more than a yearly cleanup.
Which CRMs does this apply to?
Any CRM: Salesforce, HubSpot, Monday, Dynamics or an in-house system. We work with all of them.
