Amidst our changing privacy landscape, many marketers are grappling to understand how to appropriately communicate with consumers and collect their data. For businesses that operate across geographies, this can be particularly challenging: communicating with someone in California will require adhering to different rules than engaging someone in the United Kingdom. Even within a country like the U.S., different regions have different laws marketers must follow.

Collaborating across marketing and legal will happen for certain one-off needs like the review of a press release. However, marketers shouldn't view their legal colleagues as a failsafe for their messages, but rather as co-creators of them. Because privacy laws, company policies, and consumer preferences are constantly evolving, we believe this relationship is a critical business partnership.

Let's break down how marketing and legal can better collaborate to meet the data privacy and ethics needs of customers and prospects today.