The quality is bad.
Interesting quote by John Thompson of Kognito:
‘[Executives] are saying, “Are you certain that syndicated sales data and marketing data from last year is high quality data I can use to make decisions?” They’re still asking about that.’
When talking about the quality of any system there’s two parts to it: real quality and perceived quality. The prior are things you can eyeball, create QA/QC test plans around, foot to baselines, regression test and hand off to your development team to fix. This type of quality is what most technology teams focus on.
Perception, however, is more powerful, influential and much-much-less scientific. If someone doesn’t believe in the quality of your data, or your team, then it really doesn’t matter if the data is correct or not. Often the perception is well warranted at some point. However, once the real quality is corrected, that perception lingers. What needs rebuilt at this point is your reputation and that doesn’t happen in a day.
You need to work harder at changing your image, and it needs to be at the top of the list. If people don’t have faith in the quality of what you and your team do then you’re not going to be able to move forward with the things you really want to do and the business really needs.
Quality is job #1. Nail that before moving onto the more innovative initiatives. It’s your dial tone.