Nearly three quarters of respondents in a new report from Integrate and Demand Metric reported their lead data is inaccurate, outdated, or non-compliant that impacts their pipeline.
The report found approximately 75% of those answering he survey estimate that at least 10% of their lead data is inaccurate, outdated, or non-compliant. These systemic issues result in more than 60% of teams reporting that poor data disrupts lead handoffs and slows sales productivity, heightening financial risk for B2B organizations.
Those were the topline finding from a new State of Marketing Data 2025 report focusing on the challenges and opportunities defining the future of marketing operations for Integrate, the industry leader in lead management and data governance, and market research leader Demand Metric.
Data Roadblock
With the release of the report, Integrate CEO Mehul Nagrani commented that inaccurate lead data isn’t just a technical issue “it’s a revenue roadblock.”
“This research confirms what B2B marketers have felt for years: poor data quality slows down pipeline velocity, erodes trust, and puts organizations at risk,” said Nagrani. “At Integrate, we believe the future belongs to revenue teams who prioritize data precision, automate governance, and build with compliance from the start.”
Majority Using Inadequate Tools
The State of Marketing Data 2025 report draws from the perspectives of over 200 senior marketing operations and demand generation professionals. The report presents a blueprint for diagnosing data pain points, operationalizing compliance, and deploying precision tools that drive trust, transparency, and measurable business impact.
One of the key issues confronting B2B marketers is that manual workflows and out-of-the-box tools continue to underdeliver as close to half of marketing teams spend more than ten hours per month on data hygiene and lead management. Additionally, 55% of respondents find their current tools inadequate for data cleansing and enrichment, underscoring the urgent need for advanced, automated solutions.
Data compliance and privacy regulations is a top issue for B2B marketers as only 31% express complete confidence in their compliance efforts. The concern is exemplified as 34% of organizations have experienced reputational or financial harm due to lapses in privacy and data governance.
Data Infrastructure Investment
The challenges are making organizations proactive as the they look to improve their data infrastructure. The research reveals that 92% are considering or have already invested in platforms that automate lead data governance, signaling the emergence of a new standard for revenue marketing operations.
The study shows B2B organizations are increasingly recognizing that scalable data orchestration is no longer optional, said John Follett, Co-Founder and Chief Customer Officer at Demand Metric.
“Companies are moving beyond manual fixes and embracing scalable data orchestration, reclaiming valuable time, optimizing pipeline velocity, and establishing more resilient, compliant revenue engines,” said Follett. “It’s a clear signal that marketing operations is evolving into a strategic, data-driven function.”
To learn more, download the full “State of Marketing Data 2025” report.
