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Your CRM starts losing value the day a record enters the system.

People change jobs. Teams rename roles. Companies shift ownership. Email addresses expire. Phone numbers route somewhere else. What looked usable last quarter now creates friction across sales, marketing, and RevOps.

That is why data quality is not a cleanup project. It is an operating requirement.

If you treat CRM hygiene as a quarterly task, you let decay spread into routing, scoring, segmentation, and reporting. If you rely on stale records and weak third-party data, you make every GTM motion harder to trust.

For teams running modern revenue systems, positions decay is a GTM risk. A contact record with the wrong title, business unit, or reporting line does more than bounce an email. It distorts who you target, how you prioritize accounts, and where you send sellers next.