4 things your Marketing Automation Platforms should be doing (but probably aren’t)
Mina Saleeb, Global Director of Marketing Automation The majority of businesses now use marketing automation – 76%, according to recent research – but it can...
By Lucy Alligan, Global Director of Marketing at Bluprintx
Most leadership teams believe they have a solid data strategy – until they need to make a critical decision with confidence and speed.
Markets shift. Customer behaviour changes. A regulator moves. The data exists, but it is fragmented, inconsistent, or too slow to guide action.
For over a decade, the promise was simple: get “the right data, in the right place, at the right time.” It became the mantra of every data strategy.
But that promise no longer holds. It delivers availability, not accountability. It gets data to the door, but not to a place where leaders can trust it enough to act with confidence.
The bar has been raised.
The organizations leading today are those making their data decision-ready – data with context, rights, quality, and traceable lineage, delivered to the right person at the moment of choice. That is the difference between data that is merely present and data that is prepared to perform.
The volume of data is no longer the challenge. IDC’s Global Datasphere forecast estimates roughly 181 zettabytes of data will be created, captured, copied, and consumed in 2025 – nearly triple 2020 levels.
Cisco’s 2024 AI Readiness Index showed that just 13% of organizations were fully prepared to adopt AI at scale, and only 32% reported high data readiness. At the time, more than half believed they had a year or less to act before competitiveness suffered – and that window has nearly closed.
Enterprises that moved from pilot to production over the past year are already seeing measurable gains – faster decision cycles, higher trust, and AI models performing at scale. Those that have not made this shift are falling further behind every quarter, not because of missing AI models but because their data still cannot be trusted or traced fast enough to guide outcomes.
Decision-ready data goes beyond availability. It closes the gap between question and action, and allows leaders to defend every choice with evidence.
It is built on four interdependent capabilities:
Each dataset carries clear definitions, ownership, and the decisions it supports. Context travels with the data, enforced through enterprise metadata management, such as business glossary, technical metadata, and active metadata that ensure policies are applied consistently across systems.
Usage rights, consent, residency, and retention are embedded and auditable.
These controls align with enterprise security practices, data classification, encryption, tokenization, key management, and monitoring of access patterns, so sensitive data is both protected and usable. This makes compliance by design practical under the growing body of AI and data regulations worldwide, so when regulators or auditors come calling, evidence can be produced in hours, not weeks.
Data is current, correct, and fully traceable. Master data management and automated quality gates prevent duplicate variables across domains, stop untrustworthy data from entering AI training pipelines, and make lineage visible without convening a meeting.
Taxonomies and KPI definitions are harmonized across the business so that planning, operations, and reporting speak the same language. This eliminates reconciliation cycles and disputes over “whose number is right.”
When these capabilities work together, decision-ready data becomes the operating system for enterprise decision-making: trusted, fast, and defensible. The simplest test is this:
If either value is too high , the issue isn’t volume – it’s data readiness.
AI does not create value from data.
It amplifies what is already there – good or bad.
For boards and executive teams, the question is no longer whether you have data but whether it can be trusted, traced, secured, and acted on fast enough to shape outcomes. Decision-ready data moves AI from pilot to performance while keeping you inside regulatory guardrails.
A modern enterprise data architecture is not just an IT diagram. It is the operating system for decision velocity. It provides the backbone that turns data from a passive asset into a defensible, trusted driver of enterprise action.
It ensures:
Leading enterprises are converging on hybrid data mesh + data fabric approaches. Mesh principles ensure domain-level ownership and accountability, while a fabric layer provides seamless connectivity, active metadata management, and policy enforcement across the enterprise. Together, they scale trust without re-centralizing every decision.
When decision-ready data is in place, its value becomes visible through an executive cockpit – the board’s single source of truth.
This is not another dashboard. It is a one-page view of readiness, risk, and return that informs day-to-day decisions and board-level oversight at the same time.
It shows:
When boards can see these signals in one place, they can move from asking “Can we trust this number?” to “What decision will this let us make today?”
For boards and the C-suite, the mandate is not to launch more projects but to demonstrate visible momentum. Within the next board cycle, leaders should be able to point to:
When these are visible, readiness becomes a competitive advantage — and funding the next wave becomes an easy decision.
Leaders recognized in 2024 that they had about a year to turn AI from promise to measurable value. That year has nearly passed. The advantage now belongs to organizations that can prove their data is decision-ready – current, correct, traceable, and already enabling AI systems to perform with confidence.
The next board cycle is the moment to prove progress: faster decisions, trusted metrics, and governed AI in production. Organizations that act now will spend the next year scaling AI responsibly and compounding value — while competitors who hesitate will still be reconciling reports.
If your last data readiness assessment was more than six months ago, your strategy is already behind. Bluprintx helps boards and executive teams baseline decision readiness, harden governance, and design executive cockpits that make progress visible.
Act now. Make readiness your advantage.