Best Practice Report

Marketing Data Governance: Key Considerations

January 1st, 2018
Julian Archer, null
Julian Archer


Data governance is essential for B2B marketing organizations that seek to use data as a strategic lever. Our six-step framework for establishing a marketing data governance program includes the assignment of data stewards for classes and sources of data that align to key marketing processes. Marketing data stewards must interlock with sales operations, IT and other functions to foster a holistic approach to data management.

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