B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Recent

20%

20% -- potential revenue uplift for marketing, sales, and operations alignment (2025)

Name: Potential Revenue Uplift Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-26

2025 · IBM Institute for Business Value

Aligning marketing, sales, and operations could unlock up to 20% revenue uplift.

Study estimate represents an upper bound ('up to 20%')

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Attribution: IBM Institute for Business Value View source

Lighthouse Research Team

Last verified: 2026-09-26 · How we verify data →

Source verified Evidence graded

Value

20%

Unit

Percentage

Data Vintage

2025

Entity

marketing, sales, and operations alignment

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

IBM Institute for Business Value Primary Tier B

https://medialake.ai/blog/ai-is-failing-because-data-foundations-are-non-existent/ ↗

Confidence: 52/100 Vintage: 2025 Channel: Deep Crawl

Source Article

AI is failing because data foundations are non-existent ⚠️ - Medialake®

AI is failing because data foundations are non-existent ⚠️ AI Isn’t Failing CMOs. Their Operating Model Is. Recent research from the IBM Institute for Business Value should STOP every marketing leader in their tracks. - 84% of CMOs say fragmented systems are blocking AI adoption. - 81% believe AI wi…

Original Research

IBM Institute for Business Value · Original study ↗

Methodology

IBM study estimate, as cited by Medialake

Methodology documented

Segmentation

Industrymarketing

Cite this stat

Plain Text

marketing, sales, and operations alignment: 20% potential revenue uplift. Source: IBM Institute for Business Value (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/alignment-revenue-uplift-potential

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<blockquote cite="https://lighthousedata.io/data/alignment-revenue-uplift-potential" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>20%</strong> -- potential revenue uplift for marketing, sales, and operations alignment<br><small>Source: IBM Institute for Business Value (2025) · <a href="https://lighthousedata.io/data/alignment-revenue-uplift-potential" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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