B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
28%
28% -- end to end customer experience ownership rate for marketing organisations (2025)
Only 28% of marketing organisations report effective ownership of the end-to-end customer experience.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
28%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
IBM Institute for Business Value
Primary
Tier B
https://medialake.ai/blog/ai-is-failing-because-data-foundations-are-non-existent/ ↗
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 Institute for Business Value research, as cited by Medialake
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
marketing organisations: 28% end to end customer experience ownership rate. Source: IBM Institute for Business Value (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/effective-ownership-customer-experience
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<blockquote cite="https://lighthousedata.io/data/effective-ownership-customer-experience" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>28%</strong> -- end to end customer experience ownership rate for marketing organisations<br><small>Source: IBM Institute for Business Value (2025) · <a href="https://lighthousedata.io/data/effective-ownership-customer-experience" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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