Marketers With Fully-Integrated Cross-Departmental Data for the Following Tasks High performers Moderate performers Underperformers All respondents All respondents All respondents 52 % 48 % 48 % Performance analytics Audience suppression Campaign building 59% 53% 40% 57% 48% 34% 54% 48% 38% S A L E S F O R C E 15 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N 01 Full Integration Gives High Performers a Head Start The modern marketer's challenge isn't a lack of first-party data: it's fully integrating this data across departments to glean insights, plan campaigns, and suppress messages from reaching the wrong audiences, to name a few examples. Only 31% of marketers are fully satisfied with their ability to unify customer data sources. While the majority of marketing teams have at least partially integrated data for these tasks, roughly half or fewer have done so fully . Fully integrated data is more common among high performers, suggesting that investing in the right tools can pay off and investing in unification can give marketers an edge. Unified Data is a Tenet of High Performance Marketing