Senior Content Marketing Manager II
May 16, 2025•6 min read
Enterprise strategic initiatives rely on trusted data: from marketing campaigns and customer success strategies to product development and compliance.
Integrated consent and preference management (CPM) unlock this data at scale by ensuring it’s ethically sourced and aligned with user expectations—ultimately, building long-term customer trust, empowering AI innovation, and unlocking new revenue opportunities.
And CPM solutions don’t just benefit legal or compliance teams. Every department—privacy, security, marketing, product, and beyond—gains a strategic advantage from using consented, accurate data. Understanding how to leverage these tools helps teams meet their KPIs, innovate responsibly, and operate with greater agility.
Read on to discover how a unified consent and preference management strategy empowers cross-functional collaboration, strengthens customer relationships, and drives sustainable business growth.
Modern businesses are built on data, but not all data is equal. Regulations like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), along with rising consumer expectations for transparency and control, demand a new approach: one where user consent and preferences are respected and operationalized at scale.
Modern consent and preference management solutions, like Transcend, make this possible by empowering companies to collect, manage, and activate first and zero-party data directly from users, and route it across systems with full auditability and security. The result? A trusted foundation for innovation and revenue growth.
But consent and preference management is no longer the exclusive concern of privacy or legal departments. When implemented effectively, it becomes a shared foundation for trust, compliance, and user-centric innovation—impacting nearly every team in a modern enterprise.
For privacy and legal teams, the rise of global data regulations—such as GDPR, CCPA, and CAN-SPAM—has introduced new expectations for how organizations collect, store, and use personal data. Consent and preference management systems give these teams the tools they need to:
As regulations evolve and new ones emerge, centralized consent governance ensures your organization can adapt quickly without retrofitting compliance practices after the fact.
In a world of limited third-party data and increasing privacy expectations, consented first-party and zero-party data is a powerful asset for marketing and digital growth teams. Preference management enables these teams to:
Unified consent and preference management becomes a strategic asset—fueling more effective campaigns while demonstrating a commitment to user choice and transparency.
Calculate the cost of unsubscribes to estimate the value preference management brings to your team.
Explore the Preference Management ROI CalculatorAt the executive level, consent and preference management is essential for aligning growth strategies with ethical data use and long-term resilience. Business leaders benefit from:
When leadership embraces consent and preference management as a core part of digital transformation, it creates a foundation of trust that accelerates enterprise-wide agility and growth.
Security teams play a critical role in safeguarding sensitive user data, including the consent and communication preferences individuals share. A robust preference management strategy supports these teams by:
By embedding consent enforcement into the broader security architecture, businesses reduce exposure and bolster trust.
Engineering and data teams are often tasked with enabling the flow of consented data across a complex ecosystem of internal and third-party systems. Consent and preference management tools alleviate this operational burden by:
Ultimately, this helps teams focus their time on building product features and infrastructure, rather than wrangling consent logic across systems.
Customer experience (CX) teams are often responsible for ongoing engagement, onboarding, and retention. Consent and preference data allows these teams to:
By acting on real-time preference data, CX teams can turn compliance into a customer service advantage; building stronger relationships and increasing overall satisfaction.
A well-executed consent and preference management strategy creates ripple effects across the entire business, translating trust into tangible returns.
In a world where customers demand more control and regulators enforce stricter data laws, the ability to manage consent and preferences isn’t optional—it’s a strategic imperative.
By breaking down silos and making consent data accessible, accurate, and actionable across teams, Transcend Consent Management and Preference Management help enterprises transform compliance into a competitive advantage.
If you're ready to unlock growth with a smarter, scalable approach to consent and preference management, get in touch with our team.
Want to learn more about how unified consent and preference can transform your digital transformation efforts?
Reach outSenior Content Marketing Manager II