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Fragmented Tech Is Biggest Obstacle to Sales-Marketing Alignment: CMO Council Study

Here’s still more on customer data: CMO Council finds that it’s co-owned by sales and marketing at 36% of companies, while it’s in separate silos at 25%, owned by a separate function in 18%, owned primarily by marketing at 13% and by sales at 8%.  Just 39% are investing in a data warehouse or CDP, although fragmented technology is the biggest obstacle to better sales-marketing alignment.