If you operate a business, you know that you can’t afford to lose customers. Thanks to Go-to-market (GTM) AI, you can build stronger strategies that help your company succeed. But you’ll need updated, reliable data to make the right decisions about your next marketing move.
A solid data foundation can help. This system collects and organizes data for the AI tools in your system to analyze. With better data, you’ll make smarter data-driven decisions. Read on as we unpack what a data foundation for GTM AI looks like.
Focusing on Identity Resolution
You want your internal software tools to accurately identify companies. A more complete picture of your customers can help you make more targeted marketing campaigns.
Through the process of identity resolution, you’ll end up with more unified customer identities. Your system can take fragmented data and piece this information together into a more complete profile.
When you’re trying to create more consistent marketing efforts across channels, identity resolution is a must. You can lower the likelihood of funneling advertising dollars toward duplicate profiles. And you’ll have a more robust understanding of your customer’s behavior for AI to assess.
Maintaining Consistency with Data
Structured data makes it easier for AI to create accurate summaries and assessments that can help your business. A schema refers to the structure you use to maintain consistency within the data.
You want your systems to be consistent and use one approach to labeling, for instance, so AI can generate useful content. With schema governance, you’ll have established rules and processes that ensure the data used for marketing efforts is clean and secure.
Think of a schema as a blueprint. When you have a standardized model throughout your internal software systems, you won’t end up with disconnected or redundant data.
Introducing Consent Controls
Don’t put your company’s reputation on the line with a data breach or lawsuit. Instead, be mindful of how you use data. And use consent controls to track data permission and privacy laws.
With consent controls, users can manage how their personal data is used. Complying with these permissions is critical for AI to maintain legal compliance. And when you honor the wishes of users, you’ll establish more trust.
Considering the Context
While additional data about a company might sound helpful, the context is key. In other words, the new data should somehow link to your existing data. There should be a name or contract in the system that’s relevant to the extra data.
AI-powered GTM works best when it can find connections within data to yield actionable insights. For example, your system should be able to locate an existing contact that connects to extra data. The best GTM AI workflows can unite data sources and provide helpful information to inform the customer journey.
Determining How Often to Update Data
Data doesn’t stay fresh for very long. As companies expand or contract, managers leave, or contracts change, you’ll need to update your data.
Freshness Service Level Agreements (SLAs) are designed to address data stagnancy issues. The idea is to make sure that data is updated frequently according to the terms of a formal agreement.
If a deal goes through, for instance, the data could be updated as it happens. Maybe contacts are updated every week or month. Or maybe customer preference data is refreshed each hour.
Freshness SLAs rely on measurements to understand gaps between data creation and the present moment. And they require ongoing monitoring. Ultimately, current data can contribute to a better data foundation.
Building a Data Foundation
You want an organized and efficient data foundation for your GTM AI system. With a structured framework, you can maintain consistency and find connections among details in your system. A good data foundation means you’ll be able to create more focused marketing campaigns.
The right set-up will help your AI models make more accurate decisions using data from various channels. The result is a better customer journey that helps you retain customers and build your brand.
