How to unify customer data using tools you already have | MarTech

"The marketing team has its dataset, sales has its CRM and essential product and transactional data are locked away and inaccessible in other systems. Too often, this data fragmentation is a major roadblock. A significant business event, such as a merger and acquisition or a strategic shift toward growth from existing customers, can expose and accelerate the need to unify this data."

"That leads to a Catch-22: you cannot prove marketing's impact without better data, and you cannot get approval for better data without first proving your impact. However, you can get closer to that 360-degree view using the tools you already have, building a business case for future investment by establishing what's possible today. Create a unified view with existing tools For organizations without a comprehensive data platform, a practical, resourceful and impactful alternative exists."

Customers expect seamless, relevant experiences across every touchpoint, but data often remains fragmented across marketing, sales, product, and transactional systems. This fragmentation makes achieving a single unified customer view difficult without a dedicated Customer Data Platform or data warehouse. Marketers face a Catch-22: inability to prove impact without better data and inability to get data investment without proof of impact. Organizations can bridge the gap now by using existing tools—specifically CRM and business intelligence platforms—to funnel key data into BI, stitch disparate datasets into dynamic dashboards, and create a marketing sandbox for analysis. This approach provides immediate progress and builds a business case for future investment.

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