New Aberdeen research reveals that customer data quality is a sales and marketing leadership issue. In surveying over 400 organizations, Aberdeen found that over 70% of Best-in-Class firms are driven to improve customer data quality by competitive and profitability pressures. This report examines the metrics, processes and technology that Best-in-Class firms use to gain a competitive advantage from their customer data.

Organizational capabilities such as KPIs and technological enablers go hand-in-hand. Comparing adoption of KPIs and technologies such as enterprise data management solutions, organizations across all business segments appear to understand the importance of putting the t...