How poor CRM data continues to plague Marketing's AI initiatives, but the board may not see it
There is a readiness gap in Marketing. Every Marketer wants to be AI- driven, but they are hindered by many different things, the biggest being the state of their CRM data.
Validity surveyed 500 marketers worldwide to understand how they are managing the gap between customer relationship management (CRM) data quality and the AI initiatives that data feeds. One of the biggest takeaways is that 62% have suffered direct revenue loss due to poor CRM data quality.
Agentic AI relies on high-quality data. There is no way around that. However, many organizations move forward with AI initiatives, even when data isn’t ready. CRM data feeds campaigns, drives forecasts, and improves customer relationships. This data links together contact information with engagement history, campaigns, and revenue. It also ties together marketing activities with sales and support.
When asked how much of their CRM data is complete and accurate, only 25.6% said it...
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