The Great GTM Reset for B2B – Part 3: AI Won’t Fix Broken Data — It Will Expose It (Why Weak Data Foundations Break GTM Strategy)

This episode is Part 3 of The Great GTM Reset for B2B, a three-part series based on a recent webinar featuring Dana Marxer (ayeQ) alongside Juanita Baker and Marta Turek from Valmaris Group.In this conversation, we focus on the data and AI layer — the foundation underneath modern GTM strategy that determines whether everything above it is scalable… or fragile.Drawing on insights from Adverity’s State of Data report and real-world GTM operating experience, we unpack why data quality has quietly eroded across most organizations — and why AI is now exposing that reality instead of fixing it.You’ll learn:Why CMOs estimate that nearly half of their GTM data is incomplete, inaccurate, or outdatedWhy teams have normalized poor data quality as “good enough”Why AI amplifies bad data rather than correcting itWhy CRM, marketing automation, and finance systems weren’t built for analyticsWhy analytics — not automation — is the fastest path to cleaning data and enabling AIThis episode closes the series by explaining why even the best buyer, brand, and ABX strategies collapse without a trusted data foundation — and what GTM teams must fix to move forward with confidence.