{"id":7513,"date":"2023-02-08T14:31:04","date_gmt":"2023-02-08T20:31:04","guid":{"rendered":"https:\/\/board.org\/?p=7513"},"modified":"2026-01-30T00:41:44","modified_gmt":"2026-01-30T06:41:44","slug":"4-approaches-to-positioning-data-privacy-as-an-enterprise-asset","status":"publish","type":"post","link":"https:\/\/board.org\/dataprivacy\/resources\/4-approaches-to-positioning-data-privacy-as-an-enterprise-asset\/","title":{"rendered":"4 approaches to positioning data privacy as an enterprise asset\u00a0"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text text_direction=&#8221;default&#8221;]\n<p><strong>Highlights:<\/strong><\/p>\n<ul>\n<li>In order to sell the value of your data privacy program, it\u2019s important to align your mission and vision with the overarching enterprise principles and objectives.<\/li>\n<li>Positioning privacy as a brand opportunity can be challenging, but pointing to new consumer expectations and legal requirements can help you gain traction. It\u2019s also helpful to demonstrate how privacy is integral to the success of data strategy.<\/li>\n<li>Having strong enterprise relationships is imperative to securing support for your program. Remember to tailor your message to each executive and the level of information they need at that moment.<\/li>\n<\/ul>\n[\/vc_column_text][divider line_type=&#8221;Full Width Line&#8221; line_thickness=&#8221;1&#8243; divider_color=&#8221;default&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text text_direction=&#8221;default&#8221;]\n<p>How you internally brand your enterprise data privacy program is paramount to fostering interdepartmental cooperation, communication, and executive-level support. After all, no successful data privacy program can exist in a silo.<\/p>\n<p>Still, many enterprise privacy leaders are familiar with the challenges of selling the value of a program rooted in risk mitigation and getting others to truly understand what your team does.<\/p>\n<p>Given these challenges, how can you position privacy as an enterprise asset and brand opportunity? Here are four actionable approaches from leaders in the industry.<\/p>\n<h2>1. Demonstrate Your Clear Mission and Vision<\/h2>\n<p>While many executives have acknowledged the growing need to regulate how data is collected, stored, and shared, getting leadership to fully embrace privacy as a value proposition can still be challenging.<\/p>\n<p>How do you get the organization to see privacy as an essential component of the corporate strategy?<\/p>\n<p>During a <a href=\"https:\/\/go.board.org\/internally-branding-data-privacy-program\" target=\"_blank\" rel=\"noopener\">Data Privacy Board panel<\/a> on internally branding your privacy program, <a href=\"https:\/\/www.linkedin.com\/in\/sarah-stocke-stalnecker-a382957\/\" target=\"_blank\" rel=\"noopener\">Sarah Stalnecker<\/a>, Global Director of Data Privacy at New Balance Athletics, highlighted the importance of aligning your program\u2019s mission, vision, and principles with the overarching enterprise objectives.<\/p>\n<p>Ask yourself, what is the long-term vision of your company, and how can privacy aid in that journey?<\/p>\n<p>Sarah said, \u201cHow do we make sure that we\u2019re laddering up to the larger brand purpose and brand ideals so that there is a little bit of consistency with overall what the brand is trying to achieve? Part of being a purpose-driven brand absolutely extends to the way that you collect, keep, store, share, and delete data, right?\u201d<\/p>\n<blockquote><p>\u201cPart of being a purpose-driven brand absolutely extends to the way that you collect, keep, store, share, and delete data.\u201d<\/p>\n<p><em>Sarah Stalnecker, New Balance Athletics<\/em><\/p><\/blockquote>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/joanne-breese-jaeck-b23b2311\/\" target=\"_blank\" rel=\"noopener\">JoAnne Breese-Jaeck<\/a>, Vice President and Chief Privacy Officer at Northwestern Mutual, echoed this thought during the panel discussion, saying that it\u2019s important to begin with a clear and specific vision.<\/p>\n<p>\u201cAs we built our mission and vision statement, it became clear that yes, we have to ensure regulatory compliance, but we also need to make sure that we\u2019re meeting consumers and their expectations, all while we unlock the value of data.\u201d<\/p>\n<p>Simply put, she said, \u201cWe don\u2019t succeed as an organization without trust.\u201d<\/p>\n<h2>2. Outline Privacy as a Brand Opportunity<\/h2>\n<p>Data privacy is not often viewed as a profit or innovation driver, but enterprise privacy leaders still need their companies and executives to care about their privacy programs.<\/p>\n<p>At Northwestern Mutual, JoAnne said the team has worked to demonstrate how privacy can actually be an enabler of data strategy \u2014 a business unit that is typically seen as a revenue driver.<\/p>\n<blockquote><p>\u201cAs you come forward with an increasingly important data strategy, understanding the lifecycle of data and privacy is actually an enabler of that strategy was really important to our program and our success.\u201d<\/p>\n<p><em>JoAnne Breese-Jaeck, Northwestern Mutual<\/em><\/p><\/blockquote>\n<p>The privacy team worked with the Chief Data Officer and Chief Information Security Officer to develop joint reporting so the enterprise could see that data strategy is founded on the success of the privacy and information security programs. JoAnne said this tactic was one of the most impactful strategies they\u2019ve used to gain enterprise support.<\/p>\n<p>At New Balance, Sarah said one way they\u2019ve positioned privacy as a brand opportunity is by tying it to consumer wants, saying, \u201cIt isn\u2019t just rules and mandates; it\u2019s really consumers who are shifting their expectations.\u201d<\/p>\n<p>Consumers are becoming increasingly aware and concerned about the data they share and with whom, particularly as high-profile data breaches appear in the press.<\/p>\n<p><a href=\"https:\/\/www.mckinsey.com\/capabilities\/risk-and-resilience\/our-insights\/the-consumer-data-opportunity-and-the-privacy-imperative\" target=\"_blank\" rel=\"noopener\">According to a McKinsey &amp; Company report<\/a>, 87% of surveyed consumers said they would not do business with a company if they had concerns about its security practices. 71% said they would stop doing business with a company if it gave away sensitive data without permission.<\/p>\n<p>Sarah said, \u201cIt\u2019s their data, and that\u2019s why privacy laws were put into place, to give power back to consumers.\u201d<\/p>\n<p>Demonstrating this consumer pressure has helped the privacy team achieve greater enterprise-wide influence.<\/p>\n<h2>3. Building Enterprise awareness and Education<\/h2>\n<p>It\u2019s critical that privacy is embraced by the entire enterprise \u2014 particularly at a large organization where the workforce can encompass thousands of employees. When employees don\u2019t understand the value of privacy, someone could inevitably take a shortcut that exposes the enterprise to risk.<\/p>\n<p>Sarah shared that, relatively speaking, their privacy program is still fairly new \u2014 which is the case for many enterprises.<\/p>\n<p>As a result, they\u2019re focused on really creating a general awareness of why the program exists, why it matters, and why it\u2019s meaningful to the enterprise that privacy is a standalone department.<\/p>\n<p>\u201cWe\u2019re not the same as security. We\u2019re not the same as governance. So there\u2019s a fair amount of education that needs to take place,\u201d she said, adding that the education is done both formally and informally.<\/p>\n<p>The team roughly measures their internal education by looking at how many team members are aware of the privacy program, and how often the team is involved in projects. When other departments are reaching out to privacy organically, it\u2019s a good sign that they understand why the program is important.<\/p>\n<p>Sarah said, \u201cThese are kind of softer things, but what we find is, are we getting traction where people are reaching out to us proactively for the things that are relevant for our group?\u201d<\/p>\n<h2>4. Securing Leadership Support<\/h2>\n<p>JoAnne also highlighted the importance of having broad enterprise relationships early on, calling it the \u201crecipe for success.\u201d<\/p>\n<p>From a leadership standpoint, JoAnne suggested tailoring your message to the level and need of the executive. She advised structuring the conversation by saying here\u2019s the issue, here\u2019s the challenge, and here\u2019s the potential solution.<\/p>\n<p>In a <a href=\"https:\/\/go.board.org\/branding-data-privacy-program\" target=\"_blank\" rel=\"noopener\">Data Privacy Board guide on internal branding<\/a>, industry expert <a href=\"https:\/\/www.linkedin.com\/in\/richardpurcell\/\" target=\"_blank\" rel=\"noopener\">Richard Purcell<\/a>, Microsoft\u2019s first Chief Privacy Officer, and Corporate Privacy Group Founder, echoed this statement.<\/p>\n<p>Everyone in the enterprise speaks a different language, so it\u2019s important to highlight how data privacy impacts their strategy and goals.<\/p>\n<p>For example, a Chief Marketing Officer is concerned about brand reputation, so Richard advises highlighting how data privacy can further protect the brand. On the other hand, a Chief Financial Officer is focused on revenue, so show them how privacy can be a revenue issue.<\/p>\n<p>\u201cEach of those roles has its own funnel \u2014 where words and positioning strike a chord \u2014 I had to understand which one of them had which kind of triggers and talking points,\u201d Richard explained.<\/p>\n<p>He added that it\u2019s vital to find privacy champions across the enterprise, or you\u2019ll constantly be swimming upstream. This will require you to have a highly collaborative spirit because, according to Richard, no Chief Privacy Officer has a lot of native authority.<\/p>\n<h2>Benchmark with Enterprise Privacy Leaders<\/h2>\n<p>Branding an enterprise privacy program is a continuous journey, but it\u2019s one you don\u2019t have to face alone.<\/p>\n<p>The Data Privacy Board is where senior enterprise privacy leaders at companies like New Balance and Northwestern Mutual can receive candid peer insights in a confidential and vendor-free setting.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;full_width_background&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; bg_image=&#8221;10232&#8243; bg_position=&#8221;left top&#8221; background_image_loading=&#8221;default&#8221; bg_repeat=&#8221;no-repeat&#8221; scene_position=&#8221;center&#8221; top_padding=&#8221;75px&#8221; bottom_padding=&#8221;50px&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;center&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; gradient_type=&#8221;default&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_custom_heading text=&#8221;Interested in learning more about membership?&#8221; font_container=&#8221;tag:h2|font_size:35px|text_align:center|color:%23000000|line_height:1.5&#8243; use_theme_fonts=&#8221;yes&#8221;][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;15px&#8221;][vc_custom_heading text=&#8221;As a leader, your mission is important. We\u2019re here to help you win.&#8221; font_container=&#8221;tag:h3|font_size:30px|text_align:center|color:%23000000|line_height:1.5&#8243; use_theme_fonts=&#8221;yes&#8221;][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;15px&#8221;][nectar_btn size=&#8221;medium&#8221; button_style=&#8221;regular&#8221; button_color_2=&#8221;Accent-Color&#8221; color_override=&#8221;#000000&#8243; solid_text_color_override=&#8221;#ffffff&#8221; icon_family=&#8221;fontawesome&#8221; text=&#8221;Apply to Join&#8221; icon_fontawesome=&#8221;fa fa-chevron-right&#8221; url=&#8221;\/join\/&#8221;][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>Senior data privacy leaders at New Balance and Northwestern Mutual shared their best practices for positioning their privacy programs a a brand opportunity and asset.<\/p>\n","protected":false},"author":4,"featured_media":7514,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[204],"tags":[],"class_list":{"0":"post-7513","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-dataprivacy","8":"content-type-blog"},"acf":{"boardmc_hide_post_header":null,"boardmc_hide_site_header":null},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/board.org\/wp-json\/wp\/v2\/posts\/7513","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/board.org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/board.org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/comments?post=7513"}],"version-history":[{"count":0,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/posts\/7513\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/media\/7514"}],"wp:attachment":[{"href":"https:\/\/board.org\/wp-json\/wp\/v2\/media?parent=7513"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/categories?post=7513"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/tags?post=7513"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}