Vision Report

Invest In A Comprehensive B2B Marketing And Sales Data Strategy To Cut Waste And Drive Revenue

September 20th, 2023


Many organizations believe that they must improve their marketing and sales data but lack a strategic investment rationale, measurement criteria, or execution plan. Data management tends to focus on sporadic acts of data quality improvement, and firms pay insufficient attention to the business context for data management and the need to train all staff to use data effectively. For data to act as a pivotal force for revenue functions, data teams must accept the full range of data responsibilities and create a management plan for today and roadmap for the future. This report describes the key considerations for building a comprehensive strategy for marketing and sales data.

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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.