Executive's look to BUD's
(big ugly databases) for valued data to make strategic and tactical decisions. A whole industry addresses this
, Legacy data, Data mining, Analytical applications, Decision Process Systems).
It is critical to get good data given the reliance of strategic decisions on it. The primary data collectors are the people closest to your customers. But, as we've seen in the first root cause, the collection effort is, at best, laborious. What do you think sales people, who are highly skilled at overcoming objections and obstacles, do when they are forced to laboriously input data into a system that is not primarily in their self-interest to use?
The degree of coercion involved in implementing a SA/CRM system is directly related to the quality of the data in the Database.