Data Strategy Deep Dive: Stakeholder Interviews

In the domain insights track of the Forrester B2B Marketing And Sales Data Strategy Implementation Process, organizations must gather the data requirements of internal stakeholders. Define the activities most reliant on data, then ask data consumers and data contributors what information they need and how they want it made available. Take a consultative approach, documenting each team’s needs and suggesting other information that may be useful.

When assessing data requirements, marketing operations leaders should collaborate with their stakeholders. Too often, marketing operations assumes that it knows what constitutes quality data, when in fact input from the people who work with the data every day is equally, if not more, valuable. In this report, we take a deep dive into stakeholder interviews within the domain insights track of the Forrester B2B Marketing And Sales Data Strategy Implementation Process, when data operations teams capture the voice of the internal data customer.