A Gartner, Inc. Research Paper
MDM can add value to the business in many different ways. It most often does so indirectly, as an enabler for other business and IT initiatives. Some of these areas of potential benefit support shorter-term or tactical efforts at helping the business operate more efficiently — that is, they help to reduce the cost bases to "run the business." Some benefit areas of MDM are related more to helping users "grow the business." That is, they help to increase the revenue and market share within a given business model or framework. Yet other areas of opportunity fall into the "transform the business" arena — for example, allowing customer support representatives to perform inside sales activities enabled by trusted customer and product master data.
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