HomeResearch Articles Marketing Data Governance: Key Considerations

Marketing Data Governance: Key Considerations

  • Data governance is essential for b-to-b 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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