If the company has product geared towards other business instead of small customer then B2B plays bigger role in data. For example, business that sells the wholesale products are in need of the B2B data instead of B2C.
If the company sells the product to customer instead of other business then the data in need is BC2. And they need to refine this data on constant basis as customer have more patterns than business buyers.
So both the data are important but the context where it is used decides how much important to the sales team.
If I have a company selling product to customers, I'd pay for the B2C data patterns. In case of product selling to other business then I'd pay for B2B data. That's how I'd do for the sales team and expect them to take action.