Gartner research shows that technical excellence alone rarely shifts mindsets or drives cultural change. If you want your business to truly think differently about data, you need to stop “selling” capabilities and start “marketing” value, using the same tactics as world-class consumer brands. This session unveils a new playbook for D&A leaders to build and execute a marketing plan that transforms culture and boosts adoption, with Gartner insights and real-world examples. Learn why most D&A strategies fail, how to apply proven marketing principles, and spark enthusiasm for data across your organization.