With live-streaming coverage, staying up-to-date with everything that’s going on at the Winter Games in Sochi isn’t easy. One second, the U.S. appears to be on top, and the next, Canada is beating us in the hockey semifinals. Struggling to stay informed with constant changes is nothing new to us B2B marketers, as revealed by the NetProspex Marketing Data Benchmark Report. With tens of millions of people in the United States switching jobs each year, it can be challenging to stay on top of keeping relevant lead generation contact data up-to-date—but it’s also the key to bringing home the gold.

Using a marketing database that contains contacts that are only verified once is practically useless—it’s like putting together an Olympic team that looks great months in advance, but is a total disaster when the main event arrives (imagine if Lindsey Vonn had to ski after all, despite all those knee problems? Yikes!). In order to be successful, B2B marketers have to rely on the most efficient tools available: those that verify contacts on a regular basis.

In the same way that you may have humiliated yourself by revealing to friends that you thought Tara Lipinksi was still a member of the U.S. women’s figure skating team, most B2B marketers know that it’s just as embarrassing to reach out to a company, only to find out that it was acquired last year. What’s more, it’s also bad for business because it severs key relationships by appearing uninformed and ultimately disinterested in the prospect.

When it comes to marketing data management, a clean marketing database may seem out of reach, but we must strive for it because contact data isn’t valuable unless it is accurate and complete. The ideal marketing database includes all the information that marketing teams need to do their jobs (and all the information to pass the lead to sales), or these tools will only complicate our lives, instead of make them easier.

While we may not be able to predict which country will take home the most gold medals in the 2014 Winter Olympics or what will be the biggest upset, if we work half as hard as the athletes, we will be equipped with the best data to fuel effective, revenue-generating, lead generation programs.