Most enterprise architects (EAs) instinctually recognize the value that clean and trustworthy metadata can provide in terms of delivering IT efficiency, business agility, and improved information transparency. But the same EAs struggle to effectively articulate and evangelize this value to business leaders to secure support, sponsorship, and funding for comprehensive metadata management strategies. To help bridge this gap, Forrester identifies three best practices EAs should consider: 1) link metadata management to the most-critical business issues; 2) evangelize the transversality of metadata to bridge IT silos; and 3) extend data governance scoping efforts to include metadata.