Vision Report

It’s Time For B2B Companies To Establish A Data Center Of Excellence For The Revenue Engine

August 2nd, 2022
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
Julian Archer, null
Julian Archer
With contributors:
Cristina De Martini , Steve Silver , Tyler Orleans , Ellen Lind

Summary

All revenue teams face a shortfall in data relevance, quality, and completeness. A data center of excellence (COE) combines data expertise from within marketing, sales, and customer success to manage operational data that is largely shared across the revenue engine. This team is distinct from personnel focused on analytics or measurement. This structure supports greater team enablement, cross-functional visibility, and understanding of business needs, and may be a valuable forerunner to establishing a full revenue operations function. In this report, we describe why B2B organizations should consider moving to a data COE for the revenue engine and what such a move entails.

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