The quality of data was the No. 1 of marketers at IT companies using CRM and marketing automation systems, according to a new study from DiscoverOrg, a sales and marketing intelligence tools provider.

In the report, Room for Improvement: Data Quality Impacting CRM and Marketing Automation Usage at IT Companies, 33% of the 359 respondents listed keeping accurate data as their biggest concern. 58% said they relied on IT sales reps to update their CRM data. The report was based on an online survey conducted by DiscoverOrg in July 2013.

“Companies spend thousands of dollars purchasing and maintaining these highly sophisticated systems in order to track and manage massive amounts of customer and prospect data, and ultimately to drive sales,” said Henry Schuck, Co-Founder and Chief Revenue Officer of DiscoverOrg. “With the No. 1 reason for CRM adoption failure being bad data, achieving data quality through improvements in systems and processes is a critical success factor in IT sales.”

Read more at Demand Gen Report.