Summary
Most B2B marketing and sales leaders acknowledge the need for strong data to drive business performance, but many operations teams struggle to create a compelling business case to convince those leaders to prioritize data investment. Organizations rarely see data management as a revenue driver, limiting discussion of business impact to cost savings. Thus, organizations often deprioritize data quality initiatives in favor of sales and marketing investments they can associate more directly to revenue generation. In this report, we outline a data value scorecard to help operations teams develop more comprehensive language for demonstrating the business value of better data management.
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