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Here’s why you should be getting your sales and marketing teams involved in data governance

Having an open data governance policy allows for valuable insights to be shared across teams

While data governance might seem to many to be solely the domain of the IT department, the reality is that every customer-related part of an organisation should be involved. There are several reasons why this is the case, and the sales and marketing teams in particular should be encouraged to take a more active role in the process. Here’s some of the most important.

It keeps everyone on the same page
Having a clear and thorough data governance policy that is used across departments means that everyone will understand exactly what is required of them, and adds an extra level of accountability to keep things running smoothly.

It also ensures that information is collected, stored and processed in a uniform way. For example, data entered into the system is done so with the same values, and everyone knows the set standards when it comes to ensuring data is accurate enough to be used. Your team will also be clear on what sources are acceptable and which are not, whether that be market reports, specific websites, or something as specific as a Finland business directory.

It saves you money
One of the best reasons to ensure you have a solid data governance policy is the fact that it can give you a better ROI. By having clear rules in place that the whole team are subject to, the area in your Customer Relationship Management (CRM) and other systems is likely to be as error-free as possible. This will undoubtedly save you money in the long run, through time saved not having to correct information, marketing campaigns reaching their audience, and by generating better insights to base your decisions on.

Data governance will also give your team a much better overall understanding of the customer data you hold, and as a result a clearer picture of who your customers are and what they want. This in turn leads to more effective marketing campaigns and sales approaches, generating more revenue through increased sales.

It helps to prevent data silos
Data silos come about when different departments within an organisation aren’t able to share the data that they’ve collected. This is bad for business as it means others across other departments aren’t able to access insights that could potentially be valuable for their operations too.

By implementing good data governance across your whole company, you can help to avoid data silos occurring. For example, a centralised data management system will mean that you can keep information that’s important for all team members fully accessible, giving everyone a greater chance at reaching their goals.

It helps keep data clean
A collaborative approach to data governance will mean that everyone has to play a part in keeping the data clean. Your data governance policy should set out clear rules, standards and processes to ensure that the data is cleansed and updated regularly. This will mean the removal of bad data or duplicate entries, adding to incomplete information and purging stale data.

Clean data means that your systems will run much more efficiently, and you’ll also see a better ROI for every sales and marketing campaign you run. It’s definitely a long-term process rather than a quick fix, but with everyone on board, it becomes much more manageable and less of an undertaking.

It helps fix analysis issues
If data analysis leads to unclear insights, it can be tempting to lay the blame with the tools that were used, and indeed, many companies do. However, the reality is that these issues are usually down to problems with the data governance policy, and are actually unrelated to technology.

Usually the problems arise because organisations haven’t set up the systems to align particular aims, or to use data from different systems effectively. It can also be a sign that the reports haven’t been set up to clarify exactly what the numerous KPIs involved mean. Instead of taking your tools apart, make sure you have the right data governance in place to generate clear and actionable insights.

It encourages useful insights to be shared
Having an open data governance policy allows for valuable insights to be shared across teams. There are so many potentially useful bits of information that can be discovered as part of the all of your teams’ everyday operations, so encouraging a culture of information sharing will undoubtedly be very beneficial.

For example, the marketing department might offer ideas for how to improve the website experience to the IT department, or the customer service team might provide useful insights to the product development team regarding what customers do and don’t like about certain products. When sharing is encouraged across the organisation, it can provide numerous opportunities for growth and improvement.

Tips for better data governance
Now we’ve established the reasons that you should be getting your sales and marketing department involved in data governance, here are some best practices to keep in mind.

The right sources – If you’re using industry or country-related data from a third party to enrich your CRM, whether it’s industry reports or UAE business directories, ensure that the resource is reputable and regularly updated. Everything hinges on the data used being accurate and timely, otherwise your insights are almost useless.
Set clear objectives – In order to make data-driven decisions more effectively, you need to first decide on the specific objectives you want to achieve. This will enable you to keep your strategy more efficient, only collecting and processing the data that will be of use.
Decide on metrics – Once you know exactly what goals you want to achieve and which questions you need answered, you can decide which Key Performance Indicators (KPIs) you want to measure. It’s important to standardise these throughout the company, to keep everyone on the same page and to avoid wasted resources.

As we’ve explored in this article, data governance shouldn’t just be limited to your IT department; there are multiple reasons why sales and marketing should also be involved. Having a culture that encourages the sharing of data and insights, as well as the responsibilities surrounding it, is always a good thing, and can ultimately help to fuel your business’ growth.

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