Best Practice Report

​GenAI Is Changing The Way Operations Teams Should Think About Data Quality​

How To Overcome Data Quality Limitations To Drive GenAI Adoption Within The Growth Engine

April 26th, 2024
With contributors:
Cristina De Martini , Tyler Orleans


Operational data quality has now become the primary limiting factor for end-user adoption of generative artificial intelligence (genAI). As a result, data resources within marketing, sales, customer, or revenue operations teams must develop a new set of skills to meet the changing demands for data management within revenue-generating functions. This report describes the changing data management requirements to support genAI use cases within revenue functions, and how revenue operations teams must adapt to meet them.

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.