The Dirty Secret of Data-driven Initiatives
Lack of adoption and poor data quality are two of the most common reasons that front-office software projects fail. Interestingly, adoption itself is tied to data quality — users reject systems running on unreliable or incomplete data. Even when mediocre data is good enough to achieve some level of adoption and impact, project ROI is reduced to a fraction of the original business case.
So, it’s no exaggeration to say that the benefits of analytical applications and platforms are constrained by the data supplied to them. Sales, marketing, pricing and CPQ apps are especially data-driven, and thus live or die based on the quality and quantity of input and system-generated data.
Unfortunately, many software deployments start slow or languish because enterprise data is not up to the job. Data is never readily available in the format and completeness required, so someone needs to integrate and prepare per the target application’s data model. Triaging the data usually takes much longer than expected, extending project timelines and creating delivery risk. Delays are common because ad hoc data preparation skills and detailed understanding of the data and the spec are lacking in most companies.
Data challenges persist even after applications go live. The initial prep work needs to be operationalized sufficiently so that it doesn’t require excessive manual effort to run updates or deal with glitches. Users rightly expect data quality to get better over time, but too often the reliability degrades as project resources roll off and ongoing anomalies pile up.
Do these challenges sound familiar? Good news — there is an answer…
Commercial Data Excellence
As we all know, sales and marketing strategies are executed through people, process and technology. In this data-driven age, all three facets require advanced analytical support to compete and win. So, it’s fair to say that commercial excellence requires data excellence.
Commercial Data Excellence is the advanced state of having your sales, marketing, customer, product, pricing and profitability data cleaned, prepared and documented for use in commercial applications and advanced analytics. To start, Commercial Data Excellence requires ongoing data wrangling to integrate and structure the data assets you have for individual initiatives. But it also requires committing to bigger picture data governance and infrastructure to make commercial data management processes efficient, accessible, and scalable.
Commercial Data Excellence ensures that investments in front-office applications and platforms pay off, and that their value grows over time. It allows companies to understand their customers much better, improve sales and marketing operations, and execute go-to-market strategies. Commercial Data Excellence is a precursor to successful deployment of AI and the true foundation for leveraging algorithms to generated actionable recommendations.
We Prep and Pipe the Data that Makes You Money
WrangleWorks exists to ensure data-driven programs succeed. We work in close partnership with enterprise customers and their outside partners to achieve Commercial Data Excellence. We believe that great deployments start with great data and grow more valuable with ongoing improvements to the associated data pipelines and catalogs. Our goal is to help everyone in your ecosystem win — customers, sales and marketing people, IT and operations, software vendors and consultants — by driving project impact and ROI.LEARN MORE