What is the only time of year that it’s okay to trash-talk with your colleagues and gamble within the confines of your cubicle? You guessed it, March Madness, a.k.a. one of the least productive times of the year. Each year, as fans prepare to cheer on their team in the NCAA  Tournament, they keep a close eye on stats and players well before the tournament begins, in hopes of filling out the winning bracket.

Now, you’re probably asking yourself what this has to do with marketing. If marketers spent half as much time and energy on their databases as they do their March Madness brackets, then they wouldn’t be challenged with inaccurate B2B marketing data. In fact, 50 percent of companies have an overall data health score of “Unreliable”, according to NetProspex’s B2B Marketing Data Benchmark Report.

This poor data health is largely attributed to marketers’ bad database management habits—and not just during peak college basketball season. One of the biggest challenges for marketing teams is time; there is just not enough of it to constantly monitor the vast amounts of data that continually enters their databases. However, that’s no excuse to let their databases go. Think of it this way: you don’t see Jabari Parker skipping practice because he has homework. Instead, he works diligently to get everything done because in the long run it pays off and increases his chances of securing a championship title.

Managing a marketing database is like standing at the free throw line, practicing shot after shot. It might not be as exciting as other aspects of the job, but in the end it likely means the difference between a win and loss. It ensures that marketing data is complete, accurate, actionable, and free from incomplete contacts or incorrect data. Having these complete business contacts gives marketing teams more options for targeting and segmenting, along with a higher probability for success.

So don’t be the team that misses a game-winning shot.  Manage your data all season to give your business a competitive advantage and make you a marketing champion.