The B2B Data Activation Priority - Mature Firms Reap Benefits Of Data Activation

In December 2017, Dun and Bradstreet commissioned Forrester Consulting to evaluate data activation among B2B sales and marketing teams. To explore this topic, Forrester conducted an online survey of 500 respondents with responsibility for or influence over their customer and prospect data strategy or management. We found that while all firms face significant challenges in converting their data into actionable insight, a portion of respondents who are using more mature data practices are seeing significant impact across marketing, sales, and customer goals.