For a global enterprise like IBM, data complexity isn’t just an inconvenience—it’s a multi‑billion‑dollar bottleneck in the lead-to-revenue pipeline. This session shares how Twilio Segment helped IBM move from fragmented systems and manual lead triage to a unified customer data foundation that enriches and activates data in seconds, not minutes. 

With Segment, IBM was able to simplify data complexity by integrating multiple touchpoints across marketing, sales, and enrichment signals, and rebuilding operating trust to make this business critical transformation real within just a few months.

We’ll unpack the shift to real-time enrichment, the blueprint for scaling data speed and efficacy globally, and the significant outcomes IBM has seen in accelerated lead response time, growth in qualified leads, and improved conversion rates.