Four Strategies For Marketing Data Management

Marketing organizations should select a data management strategy that is appropriate given their capabilities and desire to make data management a priority. Align capabilities with needs, then leverage vendors for specific areas where gaps exist. As the organization matures, move from a minimalist approach to a more holistic strategy for managing marketing data.

When choosing how to manage marketing data, organizations often struggle to understand what approach is best for them, or they select elements of different approaches with no cohesive strategy. Instead, B2B marketing leaders should adopt a data management approach that makes sense for their organization, based on current capabilities and the organization’s willingness to prioritize data management efforts. In this report, we describe four marketing data management strategies, their advantages and disadvantages, as well as considerations for executing these strategies with in-house or outsourced resources.