[Template] Master Data Management Cadences

Previously I went over a playbook for Master Data Management. We defined it at a high level and then we went over a few components of it. Today I would like to go over a complete playbook as it pertains to the business and the operating cadences you run. For example, should you continuously enrich your data? If you have segmentation rules in place then letting continuous enrichment may mean that on one day an account would be labeled mid market and the next it's an enterprise account. While dynamic fields based on formulae are wonderful they can also present unnecessary swings to the business.

That sounds incredibly disruptive to revenue operations and it especially seems disruptive to the marketing and sales teams.

The truth is that a company that is labeled mid market may operate to an enterprise and an enterprise account may operate as a mid market company. We create segments primarily across two broad data points:

1. Employee count

2. Revenue

You may have a simple rule in place such as Enterprise accounts are 1,000 employees or greater. You might even swap it out with revenue.

Then you might compound your cutoff by introducing an additional dimension such as industry.

• Software: greater than 1,000 employees is Enterprise

• Manufacturing’ greater than 1,200 employees is Enterprise

So would it make sense to let your enrichment provider alter your data live?

It depends.

Here’s a template to put it into practice.