Summary
Although B2B marketers may become experts in their own field of operation, they still rely heavily on others’ skills and input to work effectively. Due to this reliance between functions, organizations can face significant challenges when cross-departmental service support or deliverables are misunderstood or fail to meet expectations. By deploying a data landscape, marketing operations can unite a standardized inventory of data insights in a format easily understood by colleagues with varying proficiencies. In this report, we define key marketing data categories and outline the most important components to include in a comprehensive data landscape.
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