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 two side-by-side. However, a deterrent to organizations implementing the right KPIs relates to pilot and benchmarking programs. Current and planned adoption of these programs for Best-in-Class, Average and Laggards stands at 79%, 49%, 25% respectively. Only Best-in-Class firms' pilot and benchmarking program adoption is greater than their planned leverage of KPIs.