Let’s skip today’s product news, which is all pretty minor. Instead, here’s Reltio, a Master Data Management vendor that also qualifies as a CDP, announcing they’ll support Salesforce Customer 360 and the Open Data Initiative from Adobe, Microsoft and Salesforce. As if they had a choice. I liked how clear they made their real opinion of those approaches: “Common IDs and tight coupling of apps can solve some immediate problems, but in the long run still create new islands of data that ultimately spell trouble for customer 360 initiatives.”

Switching to internal data, a study from data governance vendor ASG Technologies finds that half of CIOs report all or most of their data management initiatives are focused on compliance. In other words, if marketers get their feeling their data needs are not top priority, they’re probably right. The study also reported that 81% of IT teams use enterprise data compared with just 63% of marketing teams. It’s plausible that many marketing teams use only non-enterprise data but what, exactly, are those 19% of IT teams working with?

In the same way that Ginger Rogers did everything Fred Astaire did, but backwards and in heels, B2B marketers do everything that B2C marketers do with more complex data and fewer information sources.  Tech can help.  Demandbase just announced Buying Group AI, which uses you-know-what to identify buying team members and their roles.  It’s in beta for now.