Make data compliance your first growth lever

Accurate, approved data to fuel campaigns

Campaigns designed with integrity at their core

Every CMO in enterprise IT knows that campaigns live and die by the quality of their data. Moving ahead on a campaign without checking compliance leaves you with risky, non-compliant data, potential fines from the Information Commissioner’s Office (ICO), reputational damage and a huge loss of trust from your customers.  Yet compliance is often treated as an operational afterthought rather than a strategic priority.

Compliance is managed by marketing operations, but the commercial impact is felt by sales – it should be the foundation of pipeline performance flowing from marketing to sales teams.  Across marketing channels, consent must be explicit. Data must be shareable. Follow-up must be defensible. If any part of that chain breaks, momentum stalls. If data is delayed, incomplete or unclear, BDRs hesitate and your campaign can stall. When compliance is embedded from the outset, campaigns move faster and your sales team can follow up with confidence.

Get it right at the planning stage

For every campaign, the marketing team should be asking:

• How is data being collected? Through an approved and secure platform?

• Who owns the guest list? Are participants aware of data sharing?

• Is there a mandatory tick box confirming sponsor disclosure?

• Have my marketing qualified leads (MQLs) explicitly consented to being contacted so they can be moved through the pipeline to sales qualified leads (SQLs)?

• When and how will approved data be transferred to sales?

• Are country-specific regulations being considered?

Building these checkpoints into campaign design protects brand integrity and keeps marketing momentum intact.

“The most effective marketing teams treat compliance as a growth driver, not an obstacle. When processes are clear, consent is proven and data is accurate, the results speak for themselves – faster follow-up, better engagement and measurable ROI. True marketing competence means building trust at every stage.” Susannah Homan, Senior Consultant, Next Call.

What intelligent compliance looks like in practice

Before the campaign:

• Audit your data services to check how your data was obtained

• Make sure you’re getting explicit consent for data

• Review third-party registration forms to ensure only essential and compliant data is captured

• Liaise with vendors and partners early to align disclosure and approvals – particularly with cross-company partnership events where data standards across countries need to align

• Define lead handling timelines and sales targets in advance

After the campaign:

• Share approved data within agreed timeframes

• Match attendees to defined stages such as “responded”, “RSVP yes”, or “attended”

• Record and track follow-up to support attribution and reporting

• Securely store and manage all data in line with policy

This structure transforms compliance from a regulatory obligation into a competitive advantage.

Real-world discipline in action

Because our Next Call consultants have worked in senior marketing roles inside Oracle, Salesforce and enterprise partner ecosystems, we understand how marketing processes affect sales performance. We know what BDRs need. We understand lead stages, qualification frameworks and account planning structures. We know what incredible results can be achieved when marketing and sales trust each other. That dual perspective means we design compliant campaigns that are commercially intelligent from the start.

As one Marketing Director recently shared: “Working with Next Call allows our marketing teams to focus on planning, executing and delivering campaigns, with confidence that the ‘behind the scenes’ processes are being handled by an experienced and trusted team. They are such an important part of the marketing engine.”

Next Call supports CMOs and marketing operations teams end-to-end, including:

• Designing compliant data workflows

• Reviewing registration and landing pages

• Liaising with vendors until approvals are secured

• Managing data uploads and quality checks

• Coordinating lead allocation

• Supporting event desks and resolving pre-event issues

• Participating in marketing and sales alignment meetings

This attention to detail removes pressure from internal teams and ensures nothing is missed.

Why Next Call is the right partner

We understand how compliant data feeds sales conversations, how timely follow-up builds pipeline, and how transparent reporting strengthens credibility at board level.

Next Call combines:

• Senior-level marketing experience

• Practical understanding of sales processes and pipeline building

• Deep familiarity with enterprise partner ecosystems

• Strong stakeholder and vendor management skills

• Commercial focus on measurable ROI

If you are planning a customer event, webinar or campaign and want compliance embedded from the outset, we would be delighted to support you.