Unify and prepare your data for AI

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Sales and marketing alignment is the foundation of good B2B marketing. And data is the starting point for the alignment. AI models need to be trained to produce high-quality output and they can’t learn the right lessons without good data.

This is a big concern for B2B marketers and revenue teams that have disconnected data systems. Before you can see an impact with AI in B2B marketing, you need to unify that customer data.

“Two thirds of marketers say their company’s data, the uruguay whatsapp lead foundational layer, is not set up for generative AI,” López explained.

Disparate data streams often live in different tools, departments, or databases. This can make it very difficult to get a complete picture of customers, identify the value of accounts, and score or grade leads. It’s a recipe for a less-informed customer strategy.