The report was based on an analysis of 223 million records in the databases of B2B companies. The researchers examined which commonly required fields were "missing" from each record (the report makes the assumption that each of these data points is necessary, which may not actually be the case for all companies).
Some 84% of the records analyzed were missing revenue information and 82% were missing employee information about the lead's/customer's company, the analysis found.
Other common data points lacking from records included website domain (72% did not include), industry information (71%), phone number (54%), and title information (34%).
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