Radius CEO Darian Shirazi: Solve for Data Decay

Darian Shirazi is the CEO of Radius. In this exclusive interview, CRM Buyer discusses with Shirazi how companies can turn complex data into actionable insights. Radius CEO Darian Shirazi CRM Buyer: What is data decay, and why is it important to prevent? Darian Shirazi: One of the interesting things about CRM and marketing automation is that most of these systems have poor data quality. Typically, customers buy data lists or get inbound leads, and the information associated with those accounts, opportunities and leads ends up decaying quickly and being inaccurate. The problem is keeping that information up-to-date and making sure that the contact information and the attributes of the accounts and opportunities that you're going after stay fresh. That's a big problem for almost every enterprise out there that has a CRM or marketing automation system. It makes it challenging to know which accounts to target and how to target them.