Good marketing data management brings considerable benefits and enables companies to level up their marketing. It enables: better understanding of target customers with segments, personas, etc.; personalized messaging for groups or even specific individuals; more accurate and granular analysis of campaigns; optimization of future campaigns, e.g. channels, messaging; better lead nurturing through the funnel; more accurate attribution of results and improved ROI calculations.
Companies that are really ready to evolve their data strategy will start to dig into optimization strategies and tools to enable (or improve): data security; data unification, organization, and attribution; analysis and application of insights; cross-company communication and collaboration