Survey finds most b-to-b marketers lack confidence in customer data

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June 23 New York—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 earlier this month.

Fifty-four percent of those surveyed by Extraprise, a database marketing services company, 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.

—Carol Krol

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