B-to-B marketers lack confidence in customer data

A large majority of b-to-b marketers (87%) have little confidence in their customer data, according to an on-site survey of attendees at the Direct Marketing Association's DM Days New York Conference and Expo this week.

Fifty-four percent of those surveyed by Extraprise said the lack of collaboration between sales and marketing is their biggest challenge. A little more than  half (52%) said they integrate sales and marketing systems.Fifty-nine percent said customer data is housed in at least four different data locations internally, while 18% said data are in five to 10 different locations and 23% said data are in more than 10 locations.

We still have a long, long way to go.