But walk into any org with more than 50 people, and you'll find something else entirely:
Competing factions with competing definitions of success.
Marketing is optimizing for MQLs because that's what gets them applause on the growth call.
Sales ignores those MQLs because they don't convert, but sure, they'll take the lead credit.
Product is off chasing feature adoption, ignoring both Sales and Marketing, convinced users only care about whatever the latest product manager believes this week.
And Data?
Data allows us to build dashboards that reconcile none of this, but they look fantastic on a slide.
Every team acts in good faith—from their point of view.
But no one is working from a shared map.
So, the numbers don't add up. The metrics don't tell a coherent story.
And your "single source of truth" becomes a source of truth for no one.
This isn't a tooling failure.
You don't need another dashboarding layer.
You don't need AI to "auto-insight" your chaos.
And you definitely don't need a new BI vendor with better marketing.
Data was never a tech problem.
It's a people problem with a budget.
It's a communication problem dressed up as a data warehouse.
It's a politics problem pretending to be a pipeline.
It's a trust problem masquerading as a metrics layer.
Until your teams sit down and define reality together, what an active user is, what "qualified" means, what counts as success,
You're not building dashboards.
You're building very expensive, very beautiful mirrors of your internal dysfunction.