This document discusses how aligning business process and data governance initiatives can save companies headaches and money. It notes that companies now spend more on technology than advertising. As customers generate more data than ever, companies must address data quality, targeting, privacy, security and ROI. The speaker argues that innovation and technology are needed to meet these new concerns. It emphasizes that data only has value when it enables critical business processes and decisions. The document advocates that companies transform into customer experience powerhouses through cross-team alignment, defining a common language and continually validating around the customer experience. It notes that data governance must be customized to each company's unique needs and support its business strategy. The document concludes that data governance is a continuous practice of claiming easy