How modern marketers unlock the full value of customer data

The following is an excerpt from ‘The CMO’s data advantage: How answering “Can I use this data?” unlocks the audience, personalization, and revenue you’re missing.'. Download the full guide here.

Why fragmented consent and preferences are blocking your growth agenda

Marketing and digital leaders are under more pressure to perform than at any point in the last decade. AI-driven personalization is no longer a future initiative, it's a current competitive expectation.

92% of businesses report actively using or investing in AI-driven personalization, and McKinsey finds that faster-growing companies derive 40% more revenue from personalization than their slower-growing peers.

The opportunity is real, but so is the wall most marketing teams keep hitting. Campaigns stall in legal review. Personalization engines underperform. AI initiatives get resourced and then quietly shelved because nobody can answer a deceptively simple question: Can we actually use this data?

The reason isn't a technology gap. It's a data foundation problem. Customer consent and preferences are scattered across dozens of disconnected enterprise systems. Your CMP captured consent at the banner. Your CDP has a version of it. Your CRM has another. Your ad stack is working from something else entirely. None of them agree. None of them update in real time.

That gap costs you a smaller addressable audience than you've earned, slower campaign velocity than your business needs, and AI initiatives that never fully ship—not because the model isn't ready, but because the data foundation isn't.
This isn't a compliance problem. It's a growth problem.

The enterprises pulling ahead are the ones who can answer "Can I use this data?" in real time, across every system. That's what unified consent and preference management delivers, and it's what this white paper is about.