Hi Joe,

The data situation in my organization is a mess.

Whenever it’s time for Sales and Marketing to collaborate, they both bring different insights to the table from data sets that don’t correspond with each other.


“We struggle to make confident decisions about campaign activities and spending.”


As a result, our data is unreliable, and we struggle to be proactive and make confident decisions about campaign activities and spending.

What sort of change needs to happen to improve our data integrity? How can I encourage teams in our organization to participate in sorting out our data?

Siloed Sam.


Break silos

To align your efforts, avoid duplication, miscommunication, and rogue analytics coming from each business unit, all your data needs to live under one roof.


“Your first move should be to invest in a central data warehouse.”


Your first move should be to invest in a central data warehouse.

Your teams can easily maintain the cleanliness of your data through master data management and data cataloging.


Allocate costs based on each team’s resources

Modern platforms like Snowflake make it simple to allocate costs across different parts of the organization.

Your organization can treat storage and processing as separate line items that can be easily monitored by different business areas. This makes it easier for organizations to manage data in a way that’s focused on their needs.

Teams with limited budgets can invite more teams to join and enable easy data sharing among them without having to cover the entire cost.


Get leadership buy-in

Marketing and sales teams that lack data literacy tend to shy away from data management. To overcome this, leadership needs to infuse the value of data into your culture.

Leadership can accomplish this by:

👉 Requesting data from Marketing to clarify insights and support decisions.

👉 Investing in data enablement for their marketers.

👉 Setting a course for data and reporting initiatives.


Find the right leaders

Any data transformation effort needs to be staffed with people who know about data pipelines, business intelligence (BI), and how to present to various stakeholders.

Depending on where these skills lie, this initiative might live under your CMO or IT.

Is IT’s partnership with Marketing strong? Can MOPs translate the technicalities for Sales and Marketing?

Consultants and agency partners can jump-start the process, but you need internal clarity beforehand on what your organization wants to achieve.

The rise of new data warehousing tools like Snowflake has made it more achievable than ever for businesses to de-silo their data with minimal upfront investment.


“As more Marketing activities take place online, the consequence is growth in campaign data.”


As more Marketing activities take place online, the consequence is growth in campaign data.

Take advantage of these newly accessible methods for sorting, capturing, and analyzing data, and your revenue machine will run more effectively than before.

If you need any other help, let us know.

You’ve got this,
Joe Pulse.