How GDPR will affect your sales and marketing teams?
With the introduction of new General Data Protection Regulations (GDPR), organisations are going to have to be very aware of the consequences when it comes to their business strategies around data collection, so as not to incur fines of up to 4% of a company’s global revenue. Specific departmental work in organisations, and in particular it’s use of personal data, is for most organisations becoming of increasing importance for efficient communication with their customers, but an understanding of the GDPR requirements is paramount so as to avoid noncompliance with new regulation. This is of most relevance to the sales and marketing teams.
Why is GDPR important to my business?
The technological age we live in is driven by data awareness but with the introduction of GDPR there is an extra emphasis on where data is coming from, and what it is being used for. The aforementioned 4% fine on global revenue is the largest fine that can be imposed on a company seen to be noncompliant. There are also lesser fines of up to 2% that can be applied where organisations are found to not have their company records in order, or who do not notify the supervising authority within the time limit after a breach in privacy.
The most important thing to take from GDPR is that a lack of awareness about how your company processes data could be damaging, including fatally, to your companies’ existance. This brings us on to how to make these teams aware of what constitute individual’s data.
GDPR and Marketing
GDPR is all about how companies collect individual data, where it is stored, who processes it and how it is ultimately used. GDPR plays a huge role in marketing processes as it is in direct contact with the individual. How information is obtained is crucial to the new guidelines and in order to comply the marketing team must be well informed. In order to comply companies must have:
- A companies’ system must be able to correct and audit data easily.
- The data storage system may need amending so that a digital copy of an individual’s data can be exported quickly.
- The system needs to record when each individual opted in, what exactly they agreed to and what the company plans to do with their data should an individual ask for access to that information.
GDPR and Sales
Sales teams may not have been overly concerned with data protection matters before now but the introduction of GDPR will see the sales landscape transform. GDPR’s direct effect on an organisation’s marketing teams will naturally have a huge effect on sales. People will now have to explicitly opt in to receive updates and marketing promotions which will inevitably lead to fewer people in your communication pool.
Telesales, fortunately, are not affected by the new regulations. This means that companies can still call people who have filled a form in on a website or replied to an email. It will function in an opt out basis like normal. Sales teams will have to be more creative in the way that they pursue potential customers as the number of people on mailing lists is likely to fall.
General Data Protection Regulation is the first global data processing law to ever be enacted so it will take companies some time to adapt to the new mode of carrying out business. The regulative authorities say that they will only penalise if there are signs that companies are ignoring the transition completely and are as a result noncompliant. Sales and marketing teams therefore should be well informed about the new regulations and learn to adapt to the new age of data regulation.