Are you ready to make the shift from data-driven to data-centric?
Data-driven is no longer enough to achieve competitive advantage. Data driven approaches have become the norm for many enterprises, but that's not enough to create a successful business. With the emergence of next generation technologies, companies need to instill data-centric cultures[1] deep within their company ethos.
Data is increasingly important for businesses, yet many companies have not yet made the understanding and use of data a fundamental part of how their people think and act. You need more than just insights from data–you need a shift in culture and mindset to make the most out of modern technology & opportunities. Masterful understanding and use of data has become more than a differentiator, it is a survival skill that must be present at all levels of management.
Product marketing teams use trends and data to arm sales teams with information to motivate prospects toward decisions. There is and has been a disconnect between sales and marketing that is no longer sustainable. Sales teams have historically reported that marketing is out of touch or “doesn’t understand our customers as well as we do.”
The wall between sales and marketing must be broken down and these teams need to study the data together to improve outcomes. For too long there has been a blind spot in sales enablement and in sales collateral where understanding how people consume information couldn’t be more critical. It’s been two decades since content analytics was born but its depth has barely improved since its inception.
“The goal is to build a data-driven enterprise,” says Mike Rollings[2], research vice president at Gartner[3]. “And although digital business thrives on data and its analysis, we still see that data and analytics only plays a supportive role when it comes to business initiatives. This has to change.”
A product marketing manager at one of our largest enterprise clients was being moved from one department to another when she realized that she needed to make her role more relevant in order to settle in and begin her move upward. She looked to the companies in their internal accelerator for an innovation that would catapult her into her new role on the sales enablement team.
She found an app that added control and democratization of content. It allowed her to standardize and centralize the company’s 100+ sales plays while observing the sales team’s consumption of them in order to improve learning and utilization. A year after introducing this new app to her team the entire enablement ecosystem has been transformed with the data it provides them. The culture of not just product marketing, but the sales teams has evolved into one where sales and marketing are aligned and the feedback loop is activated weekly.
The product marketing team’s culture has been transformed into one that is data-centric. Each person on the team has access to content analytics and their creators know what works and what doesn’t. The manager's boss, the VP of Product Marketing, has since shared "we didn't know we needed in-document analytics until we had it. Now I don't know how we would work without it." (hear what another director said)[4]
Pagedip's content analytics helps forward thinking companies like this $160B cloud giant break down silos and foster a data-centric culture. Our powerful analytics technology helps you unlock the power of data, allowing you to drive greater insights, engage your customers more effectively, and gain a competitive edge.
The experts at tableau[5] describe the much needed move from data-driven to being a data-centric organization as a cultural shift “A Data Culture equips everyone in your organization with the insights they need to be truly data-driven, tackling your most complex business challenges.”
At Pagedip, we agree with tableau and Salesforce[6] in that being data-driven is no longer enough to meet the needs of the modern corporation and its customers. The key component of this aspiration is to get value from your data, not just more information.
Take your organization's data usage and insights to the next level - with Pagedip's powerful content analytics tools. With our tools, you can understand your teams and your customers better, create more impactful content, and gain a competitive edge in the market.
Drive smarter decisions, promote data-centric culture, and accelerate deals with Pagedip's content analytics.
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Data centric refers to an architecture where data is the primary and permanent asset, and applications come and go. In the data centric architecture, the data model precedes the implementation of any given application and will be around and valid long after it is gone (see article)
These data and analytics (D&A) trends will allow you to anticipate change and manage uncertainty.
Investing in those trends that are most relevant to your organization can help you meet your CEO’s priority of returning to and accelerating growth.
Proactively monitor, experiment with or then decide to aggressively invest in key trends based on their urgency and alignment to your strategic business priorities.(see article)
Enterprise leaders face enormous pressure to stay ahead and grow profitably amid constant change. Gartner is a leader in expert-led, practitioner-sourced and data-driven research. (visit Gartner.com)
Another director on the marketing team said that an order came from the c-level that this year it is mandatory for all sales reps to connect EVERY opportunity in Salesforce CRM to one these new sales plays as Pagedips so that we can connect enablement to improved outcomes. That is how much it has impacted our enablment process.
Tableau is a visual analytics platform transforming the way we use data to solve problems—empowering people and organizations to make the most of their data. (visit tableau.com)
The real value of having accurate data in documents and spreadsheets is not just in the time it saves on admin tasks. Having a single source of truth and an organization-wide culture of data integrity yields insights and discussion around fundraising and stakeholders, which ultimately leads to greater mission success. (visit salesforce.com)