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Data is imperative for organizations to succeed in today’s business environment. The data generated by sales and marketing houses critical signals regarding the buyer journey, but the data remains underutilized. The organizations must look beyond data extraction and aggregation from their typical ERP, CRM, and marketing automation platforms. Sophisticated sales and marketing tools harness the data that organizations can use to create a central repository and building machine learning models powered by data to have a competitive edge. The organizations who fail to incorporate a predictive element into their 