Executives must recognize that data growth impacts corporate performance – of people and business processes as well as technology – and require IT to deliver a clear vision that addresses this challenge. Technology managers may be relying on traditional metrics and hardware budget processes. But CFOs are recognizing the centrality of data management in corporate risk mitigation, and expecting IT to deliver more nuanced reporting. Organizational innovations are needed, along with a process orientation that creates “conscious data management” outside of IT. A culture that inculcates this consciousness will communicate priorities, identify roles, and provide sponsorship that assures participation by stakeholders.