Marketing Data Quality: Four Roles, One Goal

Any significant change in behavior is made up of many smaller changes that are bolstered by knowledge, encouragement, and oversight. In B2B organizations, solving the thorny issue of data management typically requires comprehensive change, but many companies lack clear roles and responsibilities for driving and supporting this change. In this report, we describe four roles that the marketing organization needs to support data management efforts; the scope of their responsibilities; and how marketing leaders should measure their performance.