Best Practice Report

Four Strategies For Marketing Data Management

January 1st, 2018
Julian Archer, null
Julian Archer


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.