This document discusses the importance of high quality customer data and intelligence for successful marketing. It notes that many marketers fail to utilize marketing automation and CRM tools effectively due to bad customer data. Poor or inaccurate customer data can undermine marketing efforts and the ability to provide excellent customer experiences. The document provides tips on improving customer data quality, such as identifying target customers, prioritizing contact information, regularly verifying data, and designating a data steward to manage data quality. It emphasizes that customer data and intelligence should be treated as a vital business asset.