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January 28, 2022 40 min

Actionable data is the lifeblood of modern B2B marketing. But without common definitions and standards, data loses its value. And you might be surprised to learn that marketing can be an organizational leader when it comes to setting such guideposts.

Data Analyst Theresa Kushner says true data quality begins at the collection stage, where siloed groups often cultivate stats and data points that suit their objectives, but not those of the entire organization. She recalls a conflict between a company’s sales and product team over late shipments. Turns out, the product team was simply changing the schedule to ensure “on-time” deliveries, regardless of when orders actually shipped.

Experiences like these led Kushner to conclude that marketing can be the “glue,” as she puts it, to help develop and maintain a core set of standards about how data defines your business. This begins with the most fundamental of definitions – exact who is your customer? The answer is not as clear-cut for many businesses as it should be, she says.

What you will learn from this episode:

✅ How CMOs need to focus on creating a single, clear personal entity that accurately combines all the various data and representations they collect about each individual buyer.

✅ Why marketing can be the “glue” that ensures everyone, from sales to customer success, is working from the same definition of who the customer actually is.

✅ Why marketing needs to expand its view of data beyond basic demographics and transactions to understand the real cost and opportunities of serving customers.

Theresa Kushner,

Consultant, AI/Analytics, NTT Data

Connect with Theresa on LinkedIn:

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