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For a long time, data governance lived in the background of the business.

It sat inside IT. Sometimes legal. Occasionally security... It was something you needed for compliance audits, privacy policies, and system hygiene, but it rarely gets associated with pipeline creation or revenue performance. If anything, governance was seen as something that slowed go-to-market teams down. It was an approval layer or process hurdle that prevented a campaign from launching this week.

But that mental model was built for a very different GTM environment than the one enterprise revenue teams are operating in right now.