Summary
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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