Demarcating Revenue Data Management Responsibilities

April 12th, 2023

Anthony McPartlin Principal Analyst

Brett Kahnke Principal Analyst

With contributors:

Cristina De Martini , Tyler Orleans , Drew Zalucky

Summary

To effectively manage their revenue engine data, organizations must establish clear lines of accountability between operations teams in marketing, sales, and customer functions and their partners in IT. B2B organizations commonly struggle to determine the dividing lines between data management responsibilities, which leads to data quality gaps, compliance issues, and barriers to efficient sales and marketing execution. This report explains the need to establish clear lines of accountability for data management and offers a guide for collaborative discussion around roles and responsibilities.

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