Four Strategies for Marketing Data Management

A SiriusDecisions Research Brief


Marketing Data ManagementWhen choosing how to manage marketing data, organizations often struggle to understand what approach is best for them, or they select elements of different approaches with no cohesive strategy. Instead, b-to-b marketing leaders should adopt a data management approach that makes sense for their organization, based on current capabilities and the organization's willingness to prioritize data management efforts. In this research brief, SiriusDecisions describes four marketing data management strategies, their advantages and disadvantages, as well as considerations for executing these strategies with in-house or outsourced resources..

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