Marketing Operations is responsible for the overall health and maintenance of the all data Integrations. This includes control and monitoring of:

 

All integrated data field additions, edits, deletions

Picklist values

Data priority

Custom syncs

Field mapping

Data Standardization/Data Dictionary adherence in both MA and CRM

 

 

What Data Should be Integrated?

 

While you can typically integrate any lead, contact and account field from CRM, we recommend you only bring data into your Marketing Automation Tool that:

 

1. You need for segmentation and/or personalization purposes

 

2. You need for reporting purposes.

 

3. You need for scoring purposes.

 

 

Why You Need Data Standardization

 

If your database is older than 3 months, chances are you already have bad data. Data acquired from different sources often pose cleanup challenges.

 

Form submission data might not mirror CRM values.

Tradeshow lists may include fields that don't even exist in your database.

Other databases might include non-standard picklist values.

The list goes on and on.

 

Everybody struggles with data. Everybody. Those that have learned to control it have all adopted a formal data standardization process.

 

Why You Need a Data Dictionary

 

Part of the data standardization process is creating a Data Dictionary, which standardizes all field names and field values, including picklists,  across the entire organization.