New Report: Unified Data Gaps Top List of B2B Revenue Activation Challenges

B2B marketers are sitting on more data than ever, but too many still miss the mark on revenue. That’s the finding behind our latest research, which we released publicly in a press release. It uncovers the real reasons revenue teams are struggling to prioritize the right opportunities and what high-performing teams are doing differently.

Here's a closer look at the data and takeaways:

Survey of global marketing leaders reveals signal overload and prioritization misfires are key drivers of missed pipeline.

Predictiv, a rising provider of B2B revenue activation and intelligence solutions, today released new research revealing that most B2B marketing leaders struggle to activate revenue across their full addressable market, citing fragmented data, unclear signals, and prioritization challenges.

The 2025 B2B Pipeline & Revenue Playbook combines quantitative survey data with qualitative interviews from 100 senior B2B marketing leaders across North America, EMEA, and APAC. The findings point to three primary challenges limiting go-to-market effectiveness:

• The #1 barrier to account prioritization is a lack of unified data, followed closely by outdated signals and resource constraints.
• 91% of respondents are concerned about missing revenue from hidden TAM opportunities in the dark funnel.
• 9 in 10 report that misprioritizing audiences leads to missed targets, low pipeline quality, and wasted resources.

“Marketing teams aren’t lacking data. They’re drowning in it. What they lack is signal clarity,” said Amanda Silverstein, Chief Revenue Officer at Predictiv. “Without a unified view of what matters, teams default to over-segmenting, over-spending, or doing nothing at all. That’s how revenue gets missed.”

Despite the gaps, the report also highlights practices linked to stronger revenue impact:

• B2B marketing leaders who report TAM audits have significant revenue impact conduct them at least twice per year.
• Those who say prioritization audits drive revenue impact revisit their strategy quarterly.

“The most effective teams aren’t casting wider nets. They’re aligning on what signals matter and activating the right opportunities with discipline,” added Shubham Jhaveri, co-founder at Predictiv. “Reaching just 42% of your TAM might sound low, but when that reach is intentional and high-converting, it’s often the smarter strategy.”

The report also explores how sales-marketing misalignment and signal overload affect decision-making, with only 37% of marketers reporting full alignment with sales despite 95% agreeing that such alignment is critical to revenue activation.

Download the full 2025 B2B Pipeline & Revenue Playbook here.

‍