One of the things I love most about my role as an analyst for SiriusDecisions is that I regularly get to talk with some of the brightest minds in marketing operations to understand how they’re tackling our most pressing issues. Over the last few months, we’ve held a series of roundtable discussions on data management with our clients in the U.S. and the U.K., and the conversations have been filled with insight, commiseration and laughter (those last two often went hand in hand). Here are some common themes we heard across all sessions:
Naturally, each of these approaches has pros and cons. I’ll be explaining them in more detail – along with an assessment tool that can help you decide which approach is right for you – in my presentation, called “The 360-Degree View of Marketing Data: Are We There Yet?,” at our Summit in May. I hope to see you there and to continue the discussion, and in the meantime, leave a comment about some of your lessons learned around data management. We’d love to hear from you!