Garbage in, garbage out! Believe it or not, this is a real term in the field of computer science and it has an acronym, GIGO. More importantly, this theory can be applied to the data integrity in a client relationship management (CRM) software. Marketing decisions are only as good as the data used to make them. If the data in a CRM are incomplete and erroneous, developing strategic decisions becomes nearly impossible. In other words, it’s like throwing ideas at a wall and waiting to see what sticks. According to data experts, many businesses are struggling to maintain a CRM database with consistent and usable information about their clients. Look below to see what these experts have to say about client data integrity.