With modern big data tools, a single source of accurate and timely customer, marketing, and sales data can drive business intelligence, analytical, and execution use cases across all channels and all stages of the buying cycle. Andy Hasselwander, Chief Analytics Officer at MarketBridge, and Steve Erbentraut, Chief Technology Officer at Intelisent, explored the benefits of developing and maintaining an owned, in-house Go-To-Market Data Lakes (GTMDL) as a supplement to traditional software-based CDPs.