DATA GOVERNANCE
“
To win over Business Stakeholders, IG Leaders must create a compelling narrative that builds urgency, reinvigorates enthusiasm and aligns with the strategic intentions of the Enterprise. ” and protect the business? • What is the IG program called? Does it resonate and build excitement with the Business Stakeholders or is it just the name of the software platform? 2. HARMONIZE TO A COMMON VOICE Share and propagate the narrative. Create a short, standardized overview or “elevator pitch” about IG. Avoid in-depth technical explanations. Use simple business language. Focus on results and benefits instead of process steps and features. Answer these questions: • Where has IG already made a difference? • What typical pain points can IG relieve? • What major initiative and strategies relate to business relationships (customer, vendor, partner, prospect) or enterprise entities (product, brand, asset, service, offering)? Create a collection of business success stories from collaborative partners in sales, marketing, financial, analytics and operations. Tie these anecdotes together with the common motif of IG as an enabler. Share these stories on a regular basis across your stakeholder community. 3. ILLUMINATE THE BUSINESS VISION The need for IG has never been 54
INFOGOVWORLD.COM
greater. The convergence of social, mobile, cloud, and information patterns is driving new business scenarios within the macro-trend of Digital Transformation. This transformation unlocks untapped value, innovative experiences and disruptive business models. In a digitally-transformed organization, data moves seamlessly from workflow to workflow and between external partners. Users can spend their time improving the relationship experience rather than questioning the data. Part of the challenge is that IG on its own has no distinct value. It must enable other efforts. Only the rare CEO cares about data quality. But every successful CEO is passionate about customers and business relationships, as well as the quality and satisfaction engendered from products, brands, services and offerings. To identify the connections between IG and strategic initiatives, locate and rigorously review strategy documents presented by business leadership (i.e., investor day presentations, annual reports, employee newsletters, or other declarations of company intentions). Determine the role IG plays in those efforts centered around business growth, operational efficiency and risk mitigation. IG Leaders must develop a strong narrative in order to win the hearts and minds of Business Stakeholders. Data storytelling is a critical soft skill for anybody trying to reinforce the strategic value of IG. Without a story that resonates with the
business, IG risks being relegated to an internally-focused, clerical, back office, data cleansing exercise. Cutting through the cacophony of technobabble and false promises is crucial for IG success. Storytelling is alive and well in many parts of most organizations. Seek collaboration from storytelling experts in Sales, Marketing, Enablement and Corporate Communications. Anchor the narrative in reality. Despite the claims of many vendors, Customer 360° cannot be bought off the shelf. It must be built. There is no “silver bullet” for a “golden record.” An overarching IG program manages one of an Enterprise’s most important assets: Data. IG manages the codification and standardization of relationship types and business entities. IG enables mission critical priorities and provides the foundation for any sort of digital transformation. Explain that to your Business Stakeholders and your IG story can end “happily ever after.”
SCOTT TAYLOR (AKA THE DATA WHISPERER) IS THE PRINCIPAL CONSULTANT AT METAMETA CONSULTING. AS A RECOGNIZED INFLUENCER AND SME IN THE MASTER DATA SPACE, HE HAS WORKED WITH COUNTLESS GLOBAL ENTERPRISES ENLIGHTENING THEM TO THE VALUE OF MASTER DATA AND PROPER DATA MANAGEMENT. AN AVID BUSINESS EVANGELIST, ORIGINAL THINKER AND STORYTELLER, HE CONTINUALLY SHARES HIS PASSION FOR THE STRATEGIC VALUE OF MASTER DATA. HE LIVES IN BLACK ROCK, CT WHERE HE OFTEN KAYAKS IN BLACK ROCK HARBOR. HE CAN ALSO JUGGLE PINS AND BLOW A SQUARE BUBBLE. SCOTT CAN BE REACHED AT SCOTT@METAMETACONSULTING.COM OR CONNECT WITH HIM ON LINKEDIN AT LINKEDIN.COM/IN/SCOTTMZTAYLOR AND FOLLOW HIM ON TWITTER AT STDATAWHISPERER.