How LGPD will change Sales and Marketing

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The General Data Protection Law (LGPD) came into effect in September 2020 and significantly changed the way companies handle their customers' data. The impact of the transformations brought about by the LGPD will also change the performance of Sales and Marketing teams .

Based on this standard, defined by Law 13,709/2018 , standard guidelines were established for the collection, storage and processing of personal information of corporate consumers.

Furthermore, its main objectives are to increase data management security in companies and guarantee the right to protection and privacy.

Knowing this, it is necessary to understand how these changes directly impact sales and marketing strategies. In this article, you will understand how the LGPD will change the work of these two areas and how companies can adapt.

Enjoy reading!

LGPD changes in Marketing and Sales
Since the law came into force, marketing and luxembourg phone number list sales actions that involve data collection, such as registration forms on websites, must comply with the legislation.

Therefore, corporations need to maintain transparency regarding the information being received and request consent from data subjects before using it for any purpose.

Furthermore, the LGPD also had a direct effect on the positions and salaries of both areas. The restriction on the use of cookies, for example, impacts the efficiency of paid media, leading to the need to create dedicated sales channels.

Thus, according to our 2023 Sales and Marketing Jobs and Salaries Survey , positions focused on creating quality content, such as Content Manager, and creating engaged communities, such as Community Manager, Social Media Manager, will gain more strength in the coming years.

Check out the main changes expected by the LGPD and how these two areas will be able to adapt to them:

Explicit consent
One of the main changes brought about by the LGPD is the need for explicit consent for the collection, storage and use of personal data.

This means that companies can no longer use customer data without prior and specific authorization. For sales and marketing teams, consent forms must be updated and clearly explained .

Transparency
The LGPD requires corporations to be transparent about how they use consumer data. In other words, they must inform consumers about what data is being collected, how it will be used, and who will have access to it .

For sales and marketing teams, data collection practices should be reviewed and updated, and privacy policies should be clear and easy to understand.

Storage and security
The LGPD requires companies to store consumer data securely and protect it from unauthorized access.

This means that sales and marketing teams need to ensure that customer data is stored securely and that security systems are updated regularly .

Right of access and rectification
The LGPD grants consumers the right to access and rectify their personal data. Therefore, organizations must update data management systems and ensure that customers can easily access and correct their data. This also applies to sales and marketing teams.

Consequences for violations
The LGPD provides significant consequences for companies that violate the law. Fines can be as high as 2% of a company’s revenue, with a maximum limit of R$50 million per violation. This means that companies need to take data protection seriously and ensure that they are compliant with the LGPD.