Unfortunately, an inherent lack of data coordination, integration, and access is keeping many midsize businesses from achieving competitive advantage – which is a dangerous inhibitor to growth. Scattered customer information leads to poor sales effectiveness and low customer satisfaction. Unstandardized data causes internal misunderstanding of what data is truly saying. And misaligned information impedes strategic decision-making. All too often, people are wowed by shiny new performance dashboards, data visualizations, and data-hungry applications. But they rarely think about the foundation for deriving value from these digital investments: data.