The number one reason I hear from IT organizations of why they want to embark on MDM is for consolidation or integration of systems. Then, the first question I get: how do they get buy in from the business to pay for it?  

My first reaction is to cringe because the implication is that MDM is a data integration tool and the value is the matching capabilities. While matching is a significant capability, MDM is not about creating a golden record or a single source of truth.

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