The Challenge Smart Electric Power Alliance had a vision of developing an advanced target marketing strategy. Unfortunately, over 60% of the contacts in their CRM system were missing key job titles and functions, making it impossible to segment audiences for their campaigns. John Van Zalk, Membership Data Associate at Smart Electric Power Alliance, realized that their current data provider could not support their visions of a new sales and marketing strategy. Leadership at the organization recognized a one-time data cleanse was not the solution. Instead, the company would have to adopt an ongoing data cleansing strategy. During the vendor evaluation process, ZoomInfo ran a complimentary database analysis on Smart Electric Power Alliance’s legacy database. “Understanding the acc

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