22/04/2026
Companies don’t have a data problem.
They have a truth problem.
Customer signals live in CRM.
Behavior sits in product analytics.
Engagement lives in marketing tools.
Support sits somewhere else.
Every system tells a different version of the same story.
So when a decision needs to be made, teams don’t act — they reconcile.
What looks like “integration” on paper often behaves like fragmentation in reality.
The issue isn’t having multiple tools.
It’s not having a system that defines what is true across them.
Until that exists, every decision carries doubt.
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[ system of record, data fragmentation, crm integration, revops systems, unified data layer, marketing tech stack, data infrastructure, customer data systems, b2b tech systems, gtm2026 ]