Best Practices For Contact Data Acquisition And Development

Specific business priorities must be the driving force behind contact data requirements. Marketing operations and demand functions share responsibility for the acquisition and development of contact records to meet demand-related needs. Tight collaboration between groups is necessary to ensure maximum value is gained from data investments.

Even when marketing priorities are well understood, organizations often struggle to balance their efforts and investments to build contact records. Although data is generally considered a shared responsibility, the division of labor required for execution is not always clear, so resources become misaligned and unable to achieve objectives. In this report, we outline considerations for prioritizing and executing contact record development, including the necessary organizational factors.