An Agent on Bad Data Acts Wrong, Fast" | Dan O'Reilly, Centralise - The Data Enablement Journey

In this opening talk from Data Enablement in Practice, Dan O'Reilly (Founder, Centralise) makes the case for why the data foundation isn't the boring bit you do before the exciting work. It's the thing everything else gets built on, especially now. Dan walks through: Why every wave of CRM adoption (marketing and sales, then service, then the full platform) has raised the stakes on getting your data right Why the agentic wave changes the equation completely: a human working off bad data hesitates and checks; an agent doesn't The real test for whether your business actually lives in your CRM, or just has an expensive address book sitting next to the real work What "ready" looks like when the foundation is solid enough to build AI on top of This is the first of four sessions from the evening. Watch next: Baris Türkmen (Oneflow) on closing the contract data loop, and Sidharth Balaji (HubSpot) on scaling with AI.