One of the reasons any good GTM data tool gets commoditized quick is because they start selling to all competitors.

This strategy is in favor of the seller.

"Your competitor uses X, if you don't use X you'll fall behind."

But with Top of Funnel data that's when the trick falls apart.

You and 10 direct competitors have the exact same data layer. It's a commodity. The only thing left for the supplier to do is add an orchestration layer on top of it.

Thinking of data as software or a tool is probably commoditizing it.

Data is to be served as alpha for teams to win.

Having that commoditized reduces its value the more adoption grows.

It's self defeating.