How do such firms unlock the data they already have, to release its full potential to gain a competitive advantage? Data is an asset class, albeit a poorly- or under-utilized one. The idea that firms can segment, channel, and represent data so that it can be morphed into actionable insights for their teams, is a powerful one. The presentation will address the above from a marketing and sales perspective: how to leverage data (and the relationships they represent) more effectively, to surface a single, unified “360-degree” view of the customer? I’ll address how the adoption of key technologies can enable the ‘holy grail’ of having clean, accurate client data, and explain how that same data can be used to better understand the business relationships you have, drive collaboration, and unlock growth.