The Hidden Headwind Crippling GTM Teams: Contact Decay and Coverage Gaps
If you’re a Marketing or RevOps leader wondering why your campaigns are underperforming or why pipeline feels thinner than it should—this might hurt a little. But it’ll also change the way you approach your data strategy.
Let’s talk about the silent killer of go-to-market success: contact hygiene and buying committee coverage.
We recently conducted a global CRM audit for a Fortune 1000 enterprise, reviewing over 50,000 marketing and sales contacts. The results were brutal:
- 35% of contacts had changed jobs—that’s 17,500 stale records your reps are emailing, calling, and retargeting.
- 9.2% were outright spam or invalid entries, the byproduct of low-quality form fills, fake event registrations, and webinar signups that were never verified.
Now pause and ask yourself—what’s your number?
Most teams don’t know.
They’re blindly trusting that their Salesforce, Marketo, or HubSpot instance reflects reality. But here’s the hard truth:
Your CRM is Lying to You.
Every quarter, your database drifts further from the truth. People leave, roles evolve, buying committees shift—and your campaigns don’t keep up.
And yet, marketers are still segmenting audiences, launching nurture programs, and personalizing content based on outdated records and incomplete org maps.
It’s not just about bad data.
It’s about missing data.
We’re talking about the people who should be in your database but aren’t—the actual decision-makers, influencers, and technical buyers that make up the full buying committee at your highest-value accounts.
Introducing the Contact Scarcity Score™
To help teams get ahead of this, we created something simple but powerful:
The Contact Scarcity Score.
Here’s how it works:
✅ We analyze your top accounts (based on your ICP or target list)
✅ We benchmark your current coverage against real-world organizational data
✅ We break it down by function, seniority, and region
✅ You get a visual gap report showing who’s missing, where, and how that impacts your ABM, outbound, and pipeline strategies
This isn’t vaporware. This is real data from your real accounts, powered by LeadGenius’ global intelligence engine that tracks buyer signals across 40M+ websites, hiring trends, tech stacks, and social breadcrumbs.
Why It Matters Now
- CMOs are being asked to do more with less—bad data = wasted spend
- RevOps teams are optimizing routing, scoring, and GTM execution—but the engine fails if the fuel is contaminated
- ABM only works if your coverage is complete—and right now, it probably isn’t
Think of the Contact Scarcity Score as your data “blood test.”
You may feel fine, but the results will show you what’s actually happening inside your GTM engine.
Want the Score? Here’s the Deal.
We’re offering a free Contact Scarcity Score™ analysis to qualified teams.
- No commitment
- No data handover required—we’ll use a sample and public firmographics to build your baseline
- You walk away with a custom report and strategy insights tailored to your top accounts
It’s a simple 30-minute conversation that could completely change how you prioritize outreach, plan campaigns, and allocate budget in H2.
Final Thought
Your campaigns aren’t underperforming because your messaging is off.
They’re failing because the people you’re trying to reach aren’t there anymore—or were never there to begin with.
Let us show you what you’re missing. Book a time for a free data audit.
