The Value of Primary Data Management
One of the most difficult challenges of Primary Data Management isn’t the deployment of the platform or the complex integrations. It’s actually the build out of the business case, which includes clearly articulating the value of a Primary Data Management investment. Because of the nature of the complexity of any Primary Data Management platform (regardless of customer, contact, vendor, etc.), the number of sources, and the number of adoptions, it can be difficult for business stakeholders to understand how such a large financial investment will result in business outcomes.
Most PDM investments fail when the business value is not clearly documented early in the program. In more challenging implementations, the reason the company struggled to understand the value of the investment, was when the business case we largely driven from a technology lens versus a business lens. While there is good reason to invest in PDM from a purely IT...