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Modern GTM teams need a unified data foundation across CRM, marketing automation, and data warehouses to improve targeting, segmentation, and pipeline performance. Revenue growth depends on execution quality. That delay is expensive. Execution quality depends on data. That sounds obvious. Yet most GTM teams still run on fragmented systems, stale records, and lead-centric processes built for a different market. CRM holds one version of the account. Marketing automation holds another. The warehouse holds a third. Each system fires signals, but none sees the full picture.