Single source of truth marketing

As much as we know why it is important for an organization to come up with a good single source of truth marketing, let us see what might happen otherwise:

• Uneven workflow

When you don’t have an easily accessible single source of truth marketing in place, the marketers often have to reach out to the data analysts and data engineers to help them get the data they desire. This often leads to a longer wait time and disturbed workflow. 

• Human errors

Marketing teams work by altering the course of data manually so that the data is made available to everyone in the organization. But it is no surprise what human interference can do to the credibility of the data. It creates unwanted biases, errors and dilutions in the data that will be going further into big business decisions. 

• Limited innovation 

When you think of marketing, the first thing that comes up is creativity. Well, how will you be creative if you don’t know where your organization stands? It is tough to figure that out from discrete data sources and it will be risky to build the entire marketing strategy on such discrepancy. 

• Data fragmentation

Fragmented data is not good the important business decisions. It shouldn’t be relied upon as fragmented data bring inconsistency to the decisions as well. Apart from that, it creates miscommunications between the teams with majorly different views on the same issue.

• Missing leads

With switching data sources, it is a possibility that the marketers might miss the exact customer data that they needed. To be able to come up with new ideas and to reach out to your customers in all the ways possible, you need to see all the leads that there are.