This document discusses how master data management solutions can help global enterprises with efficient decision-making for their sales and marketing functions. It outlines some of the key data points that sales and marketing teams rely on for making decisions, such as micro-market vs macro-market strategies, country-specific pricing factors, legal requirements, and personalized marketing offers. It also presents a conceptual model showing how high quality, harmonized master data feeds into and supports the governance, strategy, processes and decisions of an organization. Implementing a master data management system can help ensure organizations have clean, consistent data to inform their sales and marketing decision-making.

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SOLUTIONS
“Maximising Mutual Information”
www.minmax-solutions.com
Enterprise Information
Management
An Enterprise Architect POV
COPYRIGHT © MINMAX SOLUTIONS LTD.

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Introduction As businesses grow larger and more global, the need for
establishing Enterprise Information Management as in-
house Center of Excellence also gets more critical.
This deck is an extract from MInMax Knowledge Base
series - ‘Enterprise Information Management – An
Enterprise Architect POV’ and focusses on how Master
Data Management solutions can help in efficient decision-
making for Sales & Marketing function of global
enterprises.
The complete series is a data-driven approach towards
Business Architecture and meta model definition for
Enterprise Architecture. The full series covers case studies
on multiple organizational functions including Sales &
Marketing, Procurement, M&A, Divestiture, Operations,
Finance, Corporate Governance and Customer Support.

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Sales & Marketing
Micro-market strategy viz-a-viz Macro-market strategy for brand positioning.
Country specific product pricing
[markups, profit margins, expenses, freight and taxes]
Legal and regulatory requirements
Personalized marketing/promotional offers for global customers v/s local
customers.
Sales policies, applicable by geographies & operating companies/brands.
Sales team capability development costs – HR, trainings & enablement
One-time or upfront investments/costs for a new market.
Key Decision Points

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DATA enables decision making process
Policy
Procedure
Principles
Standards
Decisions
provides
governance to
uses
provides
consensus
& strategic
direction
provides
guidance inprovides
control
implements or
realizes
Legal &
Regulatory
Requirement
Risk
Requirements
Org.
Operational
Requirement
based
on
Implications
has
based
on
Organizational
Strategy
aligned
with
governed
via
Process
Capability
Mgmt.
Business
Services
Process Step
Conceptual &
Logical Data
contains
aligned with
contains
Sales Data
Finance
Data
HR-Ops
Data
Competition
Data
Demographics
Data
Meta-model for ‘decision making process’

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And Quality data MATTERS! – How MDM can help?
Policy
Procedure
Principles
Standards
Decisions
provides
governance to
uses
provides
consensus
& strategic
direction
provides
guidance inprovides
control
implements or
realizes
Legal &
Regulatory
Requirement
Risk
Requirements
Org.
Operational
Requirement
based
on
Implications
has
based
on
Organizational
Strategy
aligned
with
governed
via
Sales Data
Finance
Data
HR-Ops
Data
Competition
Data
Process
Capability
Mgmt.
Harmonized &
Standardized Data
Business
Services
Demographics
Data
DATA GOVERNANCE DATA QUALITY
MASTER DATA MANAGEMENT
Process Step
Conceptual &
Logical Data
contains
aligned with
contains
Meta-model for ‘decision making process’