When B2B teams buy data from multiple vendors, they’re often buying more problems than solutions. Each source delivers disparate, disconnected data – fragmented across systems, inconsistent in format, and difficult to trust. Before any of it can be operationalized, it must first be unified, enriched, and synchronized across your tech stack. And that’s where the real, compounding challenge begins.
The average enterprise B2B company uses between 4 and 12 different data vendors for sales and marketing data, depending on company size, complexity, and use cases.
The 2024 Modern Data Survey found that over 70 % of data leaders use more than 5-7 different tools or vendors for tasks like data quality, integration, and visualization; and that 10 % use over 10.
Typical Data Vendor Categories in B2B Enterprises:
- Contact & Account Data
- Intent Data
- Firmographics & Technographics
- Enrichment & Identity Resolution
- Hierarchy & TAM Mapping
- Proprietary/Custom Data
Why So Many Vendors?
- Most point solutions specialize in one data type or signal.
- Data coverage and accuracy vary by region, industry, and company size.
- Few vendors offer full coverage across all use cases – unless you unify and operationalize it all yourself.
Naturally, as GTM teams demand newer and better data to drive their decision-making processes, the complexity of their data environment steadily increases – along with the resources and technical skills required to maintain and operationalize it all.
What’s the Big Deal?
In B2B go-to-market, your revenue engine is only as strong as the data powering it. When customer data is fragmented across your CRM, MAP, spreadsheets, and intent platforms, sales and marketing teams end up operating in silos – and it shows.
You may not notice the leaks right away, but disconnected data creates massive hidden costs that eat into revenue, waste budget, and slow growth. Let’s break down some of the costs you’ll pay when your systems don’t share the same source of truth:
Duplicate Outreach = Wasted Budget + Damaged Trust
When multiple reps or campaigns reach out to the same prospect – unaware of each other’s efforts – it leads to confusion and frustration. It wastes resources and diminishes your brand credibility. If your prospect feels like “just another name” on a list, your chance of conversion plummets.
Slower Lead Response Times = Lost Deals
Speed matters. A survey by Lead Connect found that 78% of buyers choose the vendor that responds to them first. But when lead records aren’t enriched or routed in real time, sales can’t move fast enough. Valuable inbound leads go cold, and competitors swoop in.
Poor Targeting = Lower Conversion Rates
If marketing is working from stale firmographics and sales is relying on disconnected intent signals, both are guessing who the ideal customer is. This leads to off-target campaigns, irrelevant messaging, and lower response rates – driving up your cost per lead and down your ROI.
Inaccurate Scoring = Misaligned Priorities
Your AI models are only as good as the data feeding them. When scoring is based on incomplete or siloed data, high-opportunity accounts get overlooked, while low-potential leads get top priority. This misalignment kills pipeline efficiency and wastes rep time.
Limited Visibility into Buying Teams = Missed Influence
Disconnected data prevents you from seeing the full buying committee at your target accounts. Without hierarchy mapping and identity resolution, you can’t effectively uncover influencers, champions, or decision-makers – and you miss your chance to build real engagement.
Operational Inefficiency = Burnt Resources
RevOps teams end up stitching together records manually, correcting errors, or rerouting leads that slipped through the cracks. Every hour spent fixing data problems is an hour not spent enabling pipeline growth.
Sales & Marketing Misalignment = Missed Goals
When teams don’t trust the data (or each other…) alignment falls apart. Marketing blames sales for poor follow-up, sales blames marketing for bad leads, and nobody hits their targets. Siloed data drives siloed strategies.
Underperforming AI & Automation = Missed Potential
Everyone wants to automate lead scoring, predictive routing, and next-best-action recommendations. But if your data is messy, outdated, or scattered, AI can’t deliver meaningful results. Disconnected data makes smart tools look dumb.
If Your CRM and MAP Don’t Share the Same Truth, You’re Losing Revenue
These aren’t isolated issues – they’re symptoms of a larger problem: your customer data isn’t unified. And until it is, your go-to-market motion will stay stuck in reactive mode. Too many vendors = inconsistent data, disconnected systems, manual stitching, and higher costs – all of which undermine your GTM effectiveness.
The Opportunity
Platforms like Leadspace consolidate these disparate multi-source data types – contact, company, intent, technographic, hierarchy, scoring – into unified, dynamic B2B profiles for all of the companies and people across your Total Addressable Market (TAM). That means fewer vendors, lower cost, and better results.
How Leadspace Does It
Leadspace is the B2B Customer Data Platform purpose-built to unify, enrich, and activate customer data across your entire revenue engine. Here’s how we help:
- Resolve identities and match records across platforms
- Enrich leads and accounts in real time with firmographic, technographic, and intent signals
- Score and prioritize based on AI models trained on your ideal customer profile
- Map buying groups and corporate hierarchies to uncover full opportunity potential
- Connect your CRM, MAP, and RevOps stack to one dynamic source of truth
With Leadspace, sales and marketing finally operate from the same page – literally and figuratively. No more duplicate outreach, missed hand-offs, or bad targeting. Just clean, actionable, and aligned data powering every move.
Don’t let disconnected data drain your revenue. Unify your go-to-market motion with Leadspace. Let’s talk.
