RevOps owns the definitions, the validation and the monitoring; the teams that create records own their inputs. Data quality fails when it is assigned as a cleanup project rather than as a standing control with named owners per entry point.
Make the control visible: a small set of hygiene metrics reported on the same cadence as pipeline — blank sources, unmatched accounts, stale open opportunities, duplicate rate. What gets reviewed in the same meeting as the forecast gets fixed; what lives in a separate hygiene dashboard does not.
Every claim above comes from work LeanScale published. These are the sources.