From Lead to Loyalty: How Data Lakes Supercharge Sales & Marketing

How can sales and marketing teams really see the full customer journey—from first click to loyal customer—without drowning in spreadsheets or fragmented tools?

This interactive session will show how data lake integrations can support sales and marketing leadership and offer faster, more complete, and more usable 360° view of every contact in your CRM. By unifying web analytics, lead sources, and communication history, sales and marketing leaders can give their teams sharper insights, shorten lead time, eliminate friction, and boost conversions.
We’ll explore:

• What data lakes are (and aren’t)—with real-world examples.
• How to quickly build a complete customer view across platforms or use Data Lakes to create impact with sales and marketing leadership.
• Why AI is the “icing on the cake”—and only works if your data foundation is strong.
• Practical steps to empower sales and marketing teams with integrated, actionable insights.

Together, we’ll dig into the intersection of marketing, data science, and sales execution to uncover how smarter data strategies create faster paths to revenue.

Special day and time! Join this "lunch and learn" session for a presentation plus open discussion in typical SAMI fashion.

About the speakers:
Adam Eidson is a data science network engineer. He is the founder of Straight Line Consulting which specializes in modernizing martech stacks for small to medium size businesses.

Adelle Grogg is an experienced product marketer. She is a marketing consultant with Straight Line Consulting, and is the founder of AC Media Solutions, a revenue marketing consultancy specializing in email marketing & automation and marketing analytics