Lost In A Sea Of Data — With No Land In Sight
B2B organizations possess vast quantities of marketing-oriented data. The problem is not the lack of data per se, nor the acceptance that data provides the essential fuel to feed fact-based decision-making that can drive the revenue engine. Oftentimes, the problem is that the volume of company-stored data continues to grow year over year at an uncontrolled pace, and the challenge appears overwhelming.
Insufficient time and effort are devoted to defining what data the business requires and implementing sound data governance and curation routines. Without formal ownership and stewardship to instigate functioning and well-structural data management processes, team members can feel like they are lost in a sea of data with no land in sight. This situation is made worse by a lack of sustained investment in employee data training. Internal data consumers often complain that they don’t know where to get their data, how to access it, or how best to use it. As with so many situations, the first step in finding a solution is recognizing that there is a problem.
