About This Study
The findings are based on an online survey of 245 marketing, revenue operations, and commercial operations leaders across B2B and B2B2C organizations.
See Where Your Organization Sits on the Marketing Data Governance Spectrum
Download the 2026 State of the Marketing Data Governance Gap report to benchmark your stack, your processes, and your results.
Benchmark your maturity
Actionable roadmap
Compare against peers
AI readiness insights
~4X
Governance Maturity Gap
High-growth organizations show nearly four times higher governance maturity versus flat or declining peers.
~4X
Intake Standardization
High-growth teams are nearly four times more likely to enforce vendor intake specifications before data reaches downstream systems.
78%
Automation Advantage
78 percent of high-growth organizations automate validation before MAP or CRM ingestion compared to 44 percent of peers.
45%
Real-Time Lead Delivery
High-growth organizations are more than twice as likely to deliver vendor and event leads to sales in real time.
80%+
Sales Acceptance Rates
Growth leaders report higher sales acceptance rates thanks to stronger data governance and cleaner inputs.
AI
AI Readiness Concentration
Higher proportions of AI-ready marketing data concentrate among growth leaders.
