The Decay Curve Nobody Budgets For

Most B2B teams budget for data acquisition. Few budget for data preservation. The acquisition cost is visible, sits in a renewal contract, and gets discussed at QBRs. The preservation cost is invisible until the database has already decayed enough to hurt pipeline. By then, the conversation has shifted from "how do we maintain this" to "how do we recover." The pattern is consistent across most companies. A database gets purchased or built, looks great for the first few months, then starts produc