Who should own the customer data? Customer success or Revops or Sales or another department?

The answer is, it depends. It depends on exactly what you're referring to when you say "customer data," how your org is setup, and where the data lives. 

Customer data is many things:

• Firmographic/demographic information
• Contract, pricing, billing information
• Product usage
• Communication (ex. emails, meetings, calls)
• Rep-created (ex. account plans, notes)

There needs to be an owner for each of these pieces and an owner on the strategy of how to connect them all into a single view. The latter is often a massive project that needs executive-level buyin and resourcing. If it's treated as a side project that one team can own, it won't be complete. 

I'd focus on the business case and generating buyin for the initiative and then come up with owners for the subsets of the data. (ex. firmographic/demographic information would likely be owned by RevOps, sales might be responsible for Contract information, product for product usage, etc.). Select the owner for the overall project and continued maintenance based on the data infrastructure. This is likely corp eng, product, or an overall bizops/program mgmt team.

No singe department owns customer data. The GTM Data or the CDO office (depending on your org design) is responsible for data integrity and accuracy. A clear data governance policy and a unified view of the customer is an absolute must.

It is important that all teams such as sales, customer success, marketing, support etc have a unified view of the customer (Customer 360) but the data needs and associated actions are different and this is where revenue operations teams play a critical role!

Some key needs and actions based on persona -

• Customer Success: understand customer behavior, identify pain points, and personalize interactions to improve customer satisfaction and retention and in some cases identify expansion opportunities.

• Sales: Relies on customer data to identify potential leads, personalize outreach, and tailor sales strategies to maximize share of wallet.

• Marketing: Leverages customer data to segment audiences, personalize campaigns, and measure the ROI.

• Product: identify product gaps, prioritize feature development, and improve user experience.

In the AI era, data is everything! Revenue operations team leverages customer data to analyze trends, identify patterns, forecast revenue, measure the effectiveness of campaigns/plays, and optimize processes across the customer lifecycle. So basically responsible bring it all together to deliver growth for the orgnanization!