Why Data Shouldn’t Be Just the Data Team’s Job

by Scott Zakrajsek •

One of the most common problems I see? Treating “data” as something only the data team should handle. This siloed approach slows down decision-making, frustrates execs, and creates unnecessary bottlenecks.

Here’s what it typically looks like:

  • A small team of analysts drowning in dashboards and spreadsheets
  • Marketing teams wait weeks for reports and insights
  • Executives making decisions without timely or relevant data

The solution? Data democratization (yeah, I know, it’s a buzzword, but hear me out).

Instead of restricting data access to a specialized team, the most successful companies empower every team member with practical data skills and the ability to act on insights.

Here’s how to start. 

7 Steps to Democratize Data in Your Organization

  1. Create Simple, Visual Dashboards – Every team should have access to real-time, actionable insights, not just raw data. Prioritize clarity over complexity.
  2. Invest in Basic Data Training – Teach core skills like Excel/Google Sheets, GA4, Looker Studio, and basic statistics. Every employee should understand data at a fundamental level.
  3. Break Down Jargon – Ban unnecessary acronyms and technical terms that make data intimidating. Make insights accessible to everyone.
  4. Assign Metric Ownership to Teams, Not Just Individuals – Each department should be responsible for specific KPIs, ensuring accountability and engagement.
  5. Start Meetings with Data Discussions – Instead of reviewing reports during meetings, teams should analyze insights beforehand and come prepared with takeaways.
  6. Enable Self-Service Data Access – Implement tools that allow non-technical teams to explore and answer their own questions without waiting on analysts.
  7. Catalog the Data – Clearly document where data lives, what’s included, who owns it, and how it can be accessed. Bonus points if you centralize it in a data warehouse or reporting tool.

Common Objections (and Why They’re Wrong)

“Our team isn’t technical enough.”
→ Start with easy-to-use visualization tools and teach question-asking skills, not SQL queries.

“We can’t trust everyone with data.”
→ Set up governance and access controls, but don’t build unnecessary barriers.

“We need specialized expertise.”
→ True—but the data team should act as coaches and enablers, not gatekeepers.

The Companies That Get This Right, Win

The best-performing brands I’ve worked with have data teams focused on upskilling and enabling others rather than hoarding knowledge.

Is this easy? No. It requires leadership buy-in, process change, and ongoing education.

Is it worth it? Absolutely.

If your company is struggling to build a data-driven culture but doesn’t know where to start, let’s talk. Reach out today and let’s build a smarter approach together.