If you don't have all of your business information in one spot you are not ready for 2017.
In 2017 businesses must be laying down batch and blast email marketing tools and picking up tools that can send relevant, personalised and 'just in time' communications directly related to detailed customer journies across all channels including SMS, Email, in mobile applications and on websites.
Unified messages that propel your customers to know who you are, embrace what you sell and then activated and enabled to tell your story passionately to anyone who will listen.
All of this potential starts with building a single source of truth - every suspect, prospect, contact, business, person, man, woman, child, opportunity, service request, transaction etc etc in the one spot.
If you have not started on this - start today.