If marketing is to be responsible for customer data, then marketing must insist that it is responsible for this wherever it exists in the company. But be careful what you ask for. You will have countless obstacles to overcome.
Why are we doing this data program? You need to demonstrate why integrating data is valuable. This can begin with stories of studies that showcase successful implementations - small or large - of data integration.
So, how do you know you're being successful? Measuring how successful you can be with breaking down silos and integrating data is just as important as measuring the success of your marketing campaign. First, set up a scorecard tracking the critical metrics for your integration program. Tracking the number of data sources with customer names may be an excellent first metric.
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