The 5 C’s of Data Quality

How to Evaluate a B2B Contact Data Provider by zoominfo & DiscoverOrg

What started as a vendor landscape that primarily offered contact information of B2B professionals has evolved to provide sales teams with end-to- end prospecting solutions. Today, leading B2B data providers help companies maximize their sales department’s productivity and effectiveness through tools and information that help identify, connect, and engage qualified prospects.

With so much potential, leveraging these vendors to support company revenue goals is common. However, many organizations fail to properly evaluate vendors during the selection process. In order to maximize ROI, it’s pivotal organizations understand a prospective vendor’s data quality, inventory, and how well the solution fits into your sales process and workflows.

DiscoverOrg has produced the following checklist to help organizations understand each of these key components to properly assess the marketplace.

Data Quality

Analyzing a vendor’s contact and account data can be a daunting exercise. We
developed a framework to help: the 5 C’s of data quality—correctness, currency,
coverage, completeness, and consistency.


A data vendor’s ability to provide accurate contact and company information boils down to the process by which the data is collected, aggregated, organized, and published to its database.

What are the vendor’s primary sources? Reputable vendors should provide transparency into sources, checks and balances around validation processes,
and more.

Job titles and companies are constantly changing and evolving. With these changes, data decays and begins to lose its value.

Beyond understanding how data providers continually verify incoming and existing information in its database, the chief concern your buying committee needs a vendor to address is how – if it all – they document updates to professional and company profiles.

Thanks to the added technologies like Neverbounce, the most comprehensive email verification service in the B2B space.

Providers should offer coverage to a wide spectrum of industries, including detailed data across a firmographic and demographic attributes.

Here is where you need to balance volume vs. relevancy. Vendors may claim to offer massive volume, but what you need to understand is how much of that volume is pertinent to your Total Addressable Market (TAM). Reputable vendors will grant free trial access to their platform, which, in turn, will allow your sales reps to confirm which provider offers the most quality and coverage.

This refers to a profile’s level of usability. Does a profile within a vendor’s database include all of the details necessary for sales outreach, like direct phone numbers and email addresses?

While evaluating data vendors, ensure you ask for only records that contain information your reps need (e.g. email, maybe phone number).

What good is a record if your rep can’t use it? Additionally, given complexities around aforementioned data erosion, specify you would like to exclude records that have not been validated within a year.