It feels as if every year there is a wave of news that buying has changed or B2B buying cycles have become more complex than ever. You know the headlines. Not to say that the business landscape isn't continually evolving, but there is some good news to counteract such a daunting influx of information that can seemingly appear to make a B2B marketer's job more challenging.

Enter data. On its own, the word "data" pretty much funnels through every aspect of marketing, including how to pick targets, how to set up and execute programs, and of course, how to track results. With data touching everything we do, marketers have to be sure to pay attention to the right information at the right time to truly get value. One way data can help soften the blow of the ever-complex buying cycle? Identifying (then acting) upon readiness to buy.