In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 21: ’GOVERNANCE. Our special guest this week is Tina Lambert from Danish Industry. Tina is currently working as Head of CRM after many years within the political organization. Stakeholders wanting to inform all clients are many and the need for balancing priorities within CRM makes it necessary to rely on fixed processes and governance. In the episode we cover the following points: Tina's background and career The importance of Governance in CRM and Marketing How data processing, privacy regulations, and consent management play into the CRM strategies at Danish Industry How the CRM department connects with both Legal, Procurement and IT How the CRM department interplays with other departments to get the client communications rolling What stakeholder strategies they use to align internally on customer communications and lastly... Tina's own favourite example of personalization that he has experienced personally Based on Rasmus Houlind's book ’Hello $FirstName - Profiting from Personalization’ Watch the full Episode with video on Youtube here. The full book is available in print and kindle and can be bought here. (or your local amazon...) An abstract of the book can be downloaded here. All models and illustrations from the book can be downloaded here.