MEMORANDUM: Sales & marketing leaders, please consider the future


“At some point, you have to invest in better automation in order to enjoy the speed and agility you demand.”

To: Sales and Marketing Leaders

We, the Information Leaders across the organization, recognize and understand your team‘s need for agility when reacting to customer and market demands. But our charter requires us to focus not only on solving current problems, but also on building a foundation for the future. We must deliver cross-enterprise value and scale to solve organizational challenges today and tomorrow. And we take the long view, focusing on long-term, enterprise-wide integration initiatives. Although we recognize that you face short-term operational goals set by the business, there has got to be a middle ground.

Thanks for sharing your point of view in your memo. Unfortunately, we seem to be deadlocked. It appears we want different things from our technology investments. Here’s our point of view:

Sales and marketing funding and timing pressures can undermine scalability. 
You have to deal with short-term problems and often have tight deadlines. We get it. But understand that if we ignore long-term goals, we’ll just be patching existing problems. We’ll do this over and over again, which in the long run can impact your business. It’s our job to give careful consideration to data quality and integration dependencies when we begin to roll out new data-centric systems. In the end, though, we won’t meet any of our objectives unless everyone understands why scalability is so important.

We‘d love to help you build big data best practices into your next sales initiative, but you‘ve got to work with us. Give us time to govern, standardize, and centralize the data.

Making time now will save time later.

Let’s talk data governance. You need to understand that it’s your problem. What’s the point in deploying CRM features if the data itself is garbage? What’s the point of standardizing processes if no one trusts the data? Your stakeholders will seek out workarounds. But they’re inefficient and often costly in the end.

It’s tough to deliver business value without data quality. State-of-the-art tools such as virtual data machines can help speed things up and put the necessary building blocks in place. It’s through the reuse of existing building blocks, technology, and skills that you’ll find agility. Next time, even if you’re using different tools to manipulate your data, you’ll have a solid foundation in place.

Agility and scalability can coexist if you develop adaptable building blocks. 

We wish you’d ask us, “Can you build something that can change with us?” The answer would be an emphatic “Yes.” That’s what we’re working toward as an organization: Information assets and capabilities that are agnostic to any application or process and can be consumed as systems and requirements change.

And that gets us back to data governance. If you have data quality validation rules and mappings centralized around customer accounts, for example, all you need to do is have your new system or process subscribe to those same rules. Now that is speed.

Another must-have/must-do is to invest in better automation in order to enjoy the speed and agility you demand. We can partner as long as you understand that we’ll use your short-term goals to build toward a longer-term solution. As you achieve the business‘ directives, you’ll be progressing closer and closer to a standardized, agile, and scalable enterprise solution.


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