“The most important thing is to own your (customer) permissions, they are the patents of the future”. I heard this from the CEO of a partner we work with during a capability review. This is one of the more profound statements I have heard in a long time. In the MarTech space much of the conversation tends to focus on the data, the technology, the integration layer, and the user experience. Rarely is it about the permissions.
Permissions are not the sizzle or newsworthy part of the conversation. Rarely are they a part of a capability review, but they are the single most important thing that enables a brand to talk with their consumers with authenticity.
So think about your business and your consumer data, do you own the permissions or have they been inadvertently outsourced to one of your partners?