The sales and marketing functions revolving around the customer are critical to the business, and any enhancement to this capability can be of great value to the organization. Customer, in the majority of instances, is the most widely used concept across an organization. It crosses several functional lines across most organizations. As a result, the customer function takes a very high priority because quality and integrity of the information cannot be compromised. Any deviations from this principle will result in degradation in the customer experience. Inaccurate information will quickly lead to a loss of confidence in the information. This lack of confidence could eventually lead to an abandonment of the solution or result in increased costs in problem resolution. Either scenario results in a lack of confidence in the solution. Any MDM program will need to focus on providing greater insight into customer behavior, enhancing the customer experience, the ability to identify patterns around the customer, and opportunities to identify new customers and grow the customer base. Most importantly, the program needs to provide a consistent and reliable source of customer information across the enterprise.