By now, you’re well aware that AI is changing how B2B go-to-market (GTM) teams engage buyers, qualify leads, and drive pipeline. As you prepare for this shift towards AI, it’s critical that you don’t lose sight of the fact that AI isn’t plug-and-play – it’s data-dependent. If your CRM is cluttered, your intent signals are inconsistent, or your lead-to-account mapping is broken, your AI strategy will underperform before it even begins.
To unlock real results from AI – faster routing, better scoring, smarter engagement – you need a rock-solid data foundation. That starts by asking the right questions.
In recent blogs, we explored the reasons GTM teams feel obligated to get their data AI-ready and the top questions they have as they embark on their journey to AI-readiness. In this blog, let’s dive into the actions you can take today to start driving impact.
1. Is our data structured and centralized enough to support AI use cases?
AI needs order. Models thrive on rows and fields – not messy free-text chaos spread across systems.
Action: Audit your data sources – CRM, marketing automation platforms (MAP), spreadsheets, intent tools. Then invest in a customer data platform (CDP) or centralized data layer to normalize these inputs. Without this foundation, your AI initiatives will stay stuck in neutral.
2. How do we identify and resolve duplicate or incomplete records in our CRM?
Duplicates aren’t just a data nuisance – they confuse models, fragment buyer profiles, and throw off your metrics.
Action: Use identity resolution tools and enrichment providers to unify records across systems. Establish a deduplication protocol and run regular audits to keep your CRM clean and AI-ready.
3. Do we have a complete picture of the buying committee at each account?
AI doesn’t close deals – people do. And most B2B decisions involve 6–10 stakeholders.
Action: Build account-level views that include roles, titles, departments, and influence levels. Don’t stop at the lead form – use enrichment and behavioral data to map out full buying teams.
4. Are we capturing and tagging the right signals (intent, engagement, channel activity)?
Your AI is only as smart as the signals you feed it. Without context, it’s flying blind.
Action: Track signals like content views, email clicks, website visits, event attendance, and third-party research. Standardize how these are tagged and mapped across platforms for consistent input.
5. What is our lead-to-account matching process – and is it accurate?
Bad lead-to-account (L2A) matching breaks everything: routing, scoring, engagement, pipeline visibility.
Action: Invest in precise L2A matching. It’s essential for clean analytics, effective scoring, and accurate attribution. The better your match, the better your AI.
6. How often is our data refreshed and updated?
AI can’t reason with stale data. Outdated firmographics or job titles lead to misfires.
Action: Set regular refresh cadences for contact, account, intent, and technographic data. Automate updates with trusted enrichment partners – avoid one-and-done uploads that quickly expire.
7. How do we handle anonymous signals and convert them into actionable insights?
The buyer journey often begins in stealth mode. Don’t let those signals go to waste.
Action: Use tools like reverse IP lookup, form fills, and intent matching to associate anonymous engagement with known personas or accounts. Feed this into your models to complete the picture.
8. What level of data governance do we have in place?
Without ownership and governance, AI becomes everyone’s problem – and no one’s responsibility.
Action: Clearly define data ownership across Marketing Ops, RevOps, and Sales Ops. Document standards and governance processes around hygiene, privacy, and compliance to keep AI initiatives on track.
9. Are our systems integrated to ensure smooth data flow across the stack?
Disconnected systems mean disconnected insights. AI can’t help if it doesn’t see the whole picture.
Action: Integrate your CRM, MAP, enrichment providers, and intent platforms. Break down data silos to ensure smooth, real-time flow across your GTM stack.
10. What is the specific AI use case we’re preparing our data for?
Not all AI is created equal. Scoring leads, predicting churn, automating chat – each needs different inputs.
Action: Pick one high-impact use case – like AI-driven lead scoring – and work backward. Identify the data it needs, where that data lives, and how to make it usable. Avoid trying to boil the ocean.
Conclusion
AI doesn’t just need data – it needs the right data. Clean, current, connected, and contextualized. If your GTM systems are disjointed or your CRM is littered with half-formed records, even the smartest AI won’t deliver meaningful results.
The good news? You don’t need to overhaul everything at once. Start with one question. Fix one gap. Build momentum. With the right foundation, AI becomes a force multiplier – helping your teams focus, personalize, and convert faster than ever.
Your data is either your greatest AI advantage – or your biggest blocker. The difference is what you do next.
Stay tuned for next week’s blog where we will discuss the goal you need to set your sights on – the definition of AI-readiness as it pertains to B2B customer data.
