Great post. But, why would you manually normalize data when you can build a program to take common bad values and change them to valid values. We do that for country and state (full name vs two or three letter iso), industries, revenue, employees, etc. It's tedious (let me restate TEDIOUS) to build those programs, but once they can cover most of your common issues, you can really start to focus on campaigns, or if you are purely in ops, optimizing lead generating campaign flows to speed conversion and close biz.
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