Today, early master data management (MDM) adopters have already realized significant business benefits in their initial project which has resulted in an overall business acceptance of the technology. Consequently, these MDM pioneers have further expanded the usage of their MDM solution to solve other pressing business problems, and in doing so have proven the effectiveness of MDM throughout the enterprise. Now that MDM has caught the attention of the mainstream, companies are evaluating MDM and are looking for strategies to be successful not only with their initial MDM solution, but also with subsequent MDM deployments throughout the organization. In response, many industry analysts have recently published a flurry of maturity models advising mainstream MDM users how to start small and grow big.