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10/07/2026 9:22 pm
TL;DR: Privacy and marketing teams often depend on the same customer data, yet disconnected workflows, limited preference granularity, and manual handoffs create friction that slows campaigns and weakens compliance, according to OneTrust. The real governance shift is from point-in-time privacy handling to connected operating models that let consent, requests, and activation move together.
NHIMG editorial — based on content published by OneTrust: How Privacy Programs Evolve to Enable Marketing Growth, Not Slow It
Questions worth separating out
Q: How should privacy teams handle DSAR and unsubscribe requests differently?
A: Privacy teams should route DSARs and unsubscribe requests through different workflows because they solve different problems.
Q: Why do consent and preference management matter for marketing governance?
A: Consent and preference management define the boundaries of lawful data use and customer expectation.
Q: What do organisations get wrong about privacy workflow automation?
A: The common mistake is automating individual tasks without redesigning the end-to-end workflow.
Practitioner guidance
- Clarify request routing by intent Map DSARs, unsubscribe requests, and preference changes to separate control paths so each request type lands in the correct workflow on first submission.
- Synchronise consent and preference state Ensure consent records and preference centers propagate to every downstream system that consumes customer data, including campaign tools and service platforms.
- Define ownership across customer-data workflows Assign a single accountable owner for each workflow handoff between privacy, marketing, support, IT, and legal so exceptions do not stall in cross-functional gaps.
What's in the full article
OneTrust's full blog covers the operational detail this post intentionally leaves for the source:
- How OneTrust frames consent and preference management across marketing and privacy workflows
- The specific examples of DSAR and unsubscribe handling that create friction in current operating models
- The article's recommended approach to connecting systems, ownership, and automation in practice
- The broader eBook and on-demand session referenced at the end of the post
👉 Read OneTrust's analysis of how privacy programs can support marketing growth →
Privacy and marketing workflows: are your controls keeping up?
Explore further
10/07/2026 9:44 pm
Privacy workflow sprawl is a governance problem, not a communications problem. The article shows that friction appears when privacy, marketing, support, IT, and legal each own part of the process without a common operating model. That creates inconsistent request handling, unclear accountability, and delayed decisions. For identity and access programmes, the lesson is that data-use governance needs explicit control ownership across the full lifecycle, not just policy language.
A question worth separating out:
Q: Who should be accountable when privacy controls slow down marketing operations?
A: Accountability should sit with the teams that own the workflow design, not just the team that receives the complaint. Privacy, marketing, IT, support, and legal all influence how requests are captured, routed, and executed. The practical goal is a named owner for each handoff and a clear decision path when systems disagree.
👉 Read our full editorial: Privacy workflow alignment is the growth lever marketing teams need
