CustomerThink Shares Demand Metric and Integrate Research on AI Readiness

In the News | Press release pickup

Source: CustomerThink
Original publication date: September 15, 2026

CustomerThink has published the announcement of the 2026 State of the Marketing Data Governance Gap study from Integrate and Demand Metric. The research examines how marketing data governance relates to AI readiness and revenue performance.

Based on responses from 245 marketing, revenue operations, and commercial operations leaders at B2B and B2B2C organizations, the study found that 24% of high-growth organizations reported that at least 75% of their marketing data was AI-ready, compared with 10% of lower-growth organizations.

For marketing leaders, the takeaway is to make data quality part of the process from the start, rather than relying on downstream cleanup. The findings reflect self-reported associations, not proof that governance alone causes revenue growth.

Read the announcement on CustomerThink.

Explore the research: Read Demand Metric’s analysis or access the full report.