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How to gain buy-in and budget: Turning data into ROI

August 21, 2019

It’s time your board understood the benefit data can bring to the business.

While many marketers know the value of clean data, they find it difficult to relay that to their stakeholders. Without being able to convey the ROI of quality data, marketers can’t get buy-in for a relatively large unbudgeted spend. And why would the board invest in data when they could use that same budget for marketing campaigns, for example, which they might expect to generate immediate returns.

While marketing has the greatest realisation of the consequences of poor data, it is a business-wide problem. Communicating this message is key to gaining sign-off for data investment. This report, written in conjunction with Dun & Bradstreet, will explore how to overcome board objections, how to gain buy-in, and how marketing can take the lead.

The report also contains key insight from data experts and marketing leaders who have been able to articulate and prove a strong business case for their data, including:

  • Payal Jain, managing director, JCURV
  • Claire Wood, interim leader, clients and industries, Deloitte
  • Paul Fakley, executive director of engagement, British Safety Council
  • Adam Leslie, European sales and marketing solutions leader, Dun & Bradstreet.

Download this free, practical guide and discover how to:

  • Create example calculations of the cost of bad data to your business.
  • Overcome common barriers and objections to effective data management.
  • Gain a clear budget for your business case.
  • Drive data clean-ups and quantify the investment.
  • Build the right culture for support for your data investment across the business.

“Don’t try and fix every data variable. Work out the most important components to cleaning up data and prove a use case based on that. Segment and identify where you can find the value of quality data”

Payal Jain, JCURV

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Summary

Dun & Bradstreet

Topic

General B2B marketing

Pages

15

About your personal data

When you submit your details in order to access this content, your data will also be shared with our trusted partner Dun & Bradstreet who may contact you with further relevant information.

For more information on how we process your personal data please see our privacy policy