Up to 60 percent of AI projects fail because organizations lack AI-ready data, according to Gartner. For many marketing and revenue leaders, this statistic explains why so many promising AI initiatives stall before delivering results. The problem is rarely the model. The problem is the data environment behind it.
Most data systems were built for reporting and campaign execution, not for AI-driven analysis, identity resolution, or cross-system intelligence. As a result, organizations often operate with fragmented datasets spread across CRM systems, marketing platforms, data warehouses, and external providers. AI is exposing these weaknesses.
It is also forcing organizations to rethink what they expect from their data infrastructure.
For years, the B2B data category focused primarily on enrichment. Companies purchased datasets to add contacts, fill gaps in CRM records, or improve prospecting coverage. The goal was to increase reach. That model is now evolving.
Modern marketing and sales teams are asking a different set of questions.
These questions signal a major change in the market. The future of B2B data is not simply about adding records. It is about building identity-resolved infrastructure that supports analytics, automation, and AI execution.
As the category evolves, analyst evaluations help organizations understand which providers are adapting to these new requirements.
Data Axle has been named a Leader in The Forrester Wave™: Marketing and Sales Data Providers for B2B, Q1 2026.
The Forrester Wave is a comprehensive evaluation of vendors in the B2B data provider category. The assessment includes vendor submissions, analyst analysis, and customer feedback.
In the 2026 report, Forrester recognized Data Axle for capabilities that align closely with the infrastructure shift happening across the market.
These include:
Forrester describes Data Axle as “an anomaly in the market” and notes that the company “shines where complexity and customization are required.”
In the 2026 evaluation, Data Axle received the highest possible scores in several important criteria.
These capabilities reflect the increasing importance of structured, unified, and validated data infrastructure.
Modern revenue organizations operate in increasingly complex environments. Customer and prospect intelligence is often distributed across multiple systems, including CRM platforms, marketing automation tools, analytics platforms, and external datasets. Without a unified data infrastructure, organizations struggle to answer critical questions such as:
Identity resolution and a unified data infrastructure help organizations answer these questions more effectively. It also lays the foundation for AI-driven marketing, sales intelligence, and analytics.
The evolution of AI will accelerate the need for structured and unified data environments. Organizations that invest in strong data foundations today will be better positioned to support:
The recognition in the Forrester Wave reflects the growing importance of these capabilities. It signals a broader transformation across the B2B data market.
To learn more about the evaluation and how the B2B data provider landscape is evolving, download a complimentary copy of The Forrester Wave™: Marketing and Sales Data Providers for B2B, Q1 2026.
Courtney is a seasoned communications and public relations professional with 17+ years of experience working in both the public and private sectors in diverse leadership roles. As Data Axle’s Senior Public Relations Manager, she is intently focused on elevating the company’s media relations presence and increasing brand loyalty and awareness through landing coverage in top-tier media outlets.