Quality data is essential to driving business performance, yet many organizations struggle to justify the investment. Forrester’s recent report, “Making the Case for Investing in B2B Marketing and Sales Data, Forrester Research, Inc., Dec. 11, 2024,” introduces a “data value scorecard” that demonstrates how improving data quality can deliver financial, experiential, and operational benefits—enhancing efficiency, customer experience, and overall strategy.
The report states, “…organizations often deprioritize data quality initiatives in favor of sales and marketing investments they can associate more directly to revenue generation. In this report, we outline a data value scorecard to help operations teams develop more comprehensive language for demonstrating the business value of better data management.”
As a leader in data and data management for over 50 years, Data Axle helps our clients manage the ROI of their data to make more connections to their audience and drive better business performance. The insights that Forrester provides in this report provide a great starting point to understanding things such as:
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