# Why Data is Still The Achilles Heel of B2B Marketing | Trust in Data Remains at Rock-Bottom for Enterprises — Maureen Blandford Explains What Marketers Can Do About It

Page: https://stenobird.com/podcast/trust-influence-in-b2b-7231194/why-data-is-still-the-achilles-heel-of-b2b-marketing-trust-in-data-remains-at-rock-bottom-for-enterprises-maureen-blandford-explains-what-marketers-can-do-about-it
Text version: https://stenobird.com/podcast/trust-influence-in-b2b-7231194/why-data-is-still-the-achilles-heel-of-b2b-marketing-trust-in-data-remains-at-rock-bottom-for-enterprises-maureen-blandford-explains-what-marketers-can-do-about-it.md
Podcast: [Trust & Influence in B2B](https://stenobird.com/podcast/trust-influence-in-b2b-7231194)
Published: 2026-05-19T08:00:00+00:00
Episode link: https://joelharrison1.wpenginepowered.com/why-data-is-still-the-achilles-heel-of-b2b-marketing-trust-in-data-remains-at-rock-bottom-for-enterprises-maureen-blandford-explains-what-marketers-can-do-about-it
Audio file: https://episodes.captivate.fm/episode/21b4d71f-f78e-4697-b08b-741ef2e439bc.mp3
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JSON: https://stenobird.com/v1/public/podcasts/trust-influence-in-b2b-7231194/episodes/why-data-is-still-the-achilles-heel-of-b2b-marketing-trust-in-data-remains-at-rock-bottom-for-enterprises-maureen-blandford-explains-what-marketers-can-do-about-it
Duration seconds: 2224

## Resource

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Maureen Blandford, Founder of Serendipitas and co-author of the Diginomica Enterprise Data Health Study. Together, they expose one of B2B marketing's most uncomfortable truths: that senior leaders across major enterprises don't actually trust their own data—even when they say they do. Could the data powering your most critical business decisions be far less reliable than anyone is willing to admit out loud? ➡️ Maureen draws on nearly twelve years as a B2B tech CMO and frank conversations with eighteen senior practitioners—CEOs, CDOs, and commercial leaders—to unpack the dangerous gap between stated and behavioral trust in enterprise data. She introduces the "verification tax," where organisations are burning 30 to 70% of professional time simply assembling and reconciling data rather than analysing it. They dig into why 94% of organisations still have siloed data despite years of integration projects, why legacy MarTech was never built for strategic business needs, and why vendor-funded research is feeding a narrative that doesn't match reality on the ground. On AI, the findings are stark: vendor surveys claim 93% of organisations plan to deploy autonomous AI agents within two years—yet only 3 of 18 interviewed organisations have anything resembling agentic AI in practice. Maureen also shares what genuine AI readiness requires and, crucially, three things any senior marketer can do this week—with no new budget and no board approval—to start making real, lasting progress. Chapters: 00:00 - Introduction to the B2B Data Trust Crisis 02:28 - Why Data Became Maureen's Central Obsession 04:10 - What the Current Data Narrative Gets Wrong 05:37 - Stated Trust vs. Behavioural Trust: The Key Di…

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