Unlocking data’s transformative power requires more than tools and technology. Companies need a clear data vision tightly aligned with business objectives. That means ditching siloed experiments and fragmented ownership for a unified, strategic approach.
How Data Leaders Get Alignment Right
Source: https://www.mmaglobal.com/files/documents/2023_mma_data_maturity_webinar_final59.pdf p.16
Data Leaders—the elite 13% demonstrating advanced maturity across nearly every dimension—share one critical trait: strong data vision paired with tight alignment between data strategies and business objectives. While most companies are still figuring out their data vision, only 28% of marketers (the Data Leaders) have nailed this alignment.
This alignment enables Data Leaders to use consumer data not just for quick efficiency gains, but for long-term growth, brand health, and ROI. They recognize that sales, market share growth, and brand health signal true marketing success. Their strategic edge comes from:
- Building proprietary data assets for competitive advantage
- Orchestrating insights across the entire enterprise
- Elevating data quality and governance capabilities
- Connecting business and data/technology strategies end-to-end at scale
The Joint Ownership Advantage
Data strategy is complex, touching virtually every part of an organization. That’s why Data Leaders embrace joint ownership—multiple C-level executives sharing responsibility for data strategy and roadmaps. This collaborative model brings diverse perspectives and ensures comprehensive alignment with organizational goals.
Data Leaders are significantly more likely to have joint C-suite ownership of the data agenda, with the Chief Data Officer playing a prominent role. This contrasts sharply with organizations where data ownership is fragmented or unclear, creating silos and competing interests.
When you foster collective responsibility and embed data vision within core business objectives, you can replicate Data Leaders’ success. This integrated approach breaks down silos, enables seamless data utilization, and drives better decision-making, enhanced customer experiences, and improved operational efficiency enterprise-wide.
The Bottom Line
Data fuels the AI-driven future. Accelerating data maturity through strong leadership, clear vision, and collaborative C-suite ownership isn’t just recommended—it’s essential for sustained success.
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