However, the most commonly overlooked function is operations. It’s not sexy, it’s not revenue generating, but it’s necessary. This is where I truly shine, enabling data to flow between disparate systems and organizations and aggregating it in a meaningful way. Without a data warehouse to connect feedback from the multitude of third party systems present in nearly all companies there is no way to correlate a marketing campaign with a change in the sales close rate or the introduction of a new feature into the platform with revenue generation. Pulling all of this data into a common core location and generating automated dashboards is often the key to link the various functions together so they can work in synergy to make the company successful.