Real facts as why it's required to keep your CRM list up-to-date.
Historically a company would buy/rent/scrape a list of contacts from a 3rd party and use them immediately in their email campaigns. The seller of the list would engage marketers with the quantity and quality of their data. This was great for a few years and companies list Jigsaw, Insideview, InfoUSA flourished.
But then something unexpected happened, the loyalty was gone. Employees were staying at companies for less and less time. Causing data decay to become the #1 enemy.
B2B data decays at a rate of 2.1 per month. This is an annualized rate of 22.5%