Privacy Is a Team Sport: How to Get Marketing, Security, and Legal on the Same Page

In today’s digital landscape, privacy isn’t just a legal requirement—it’s a shared responsibility. As regulations tighten and consumer expectations rise, companies can no longer afford to treat privacy as the sole domain of legal or compliance teams. Instead, it must become a cross-functional effort, woven into the fabric of every department. Privacy is a team sport, and winning requires everyone on the field.

The Shifting Privacy Landscape

The privacy conversation has evolved dramatically in recent years. With laws like the California Consumer Privacy Act (CCPA), the General Data Protection Regulation (GDPR), and new enforcement actions from agencies like the California Privacy Protection Agency (CPPA), organizations are under increasing pressure to manage personal data responsibly.

But it’s not just regulators driving change—consumers are, too. According to DataGrail’s 2025 Privacy Trends Report, “Do Not Sell” requests are up 37% year over year, and 69% of businesses still violate consent. These numbers reflect a growing awareness among consumers and a demand for transparency, control, and accountability.

Why Privacy Can’t Be Siloed

Traditionally, privacy has been viewed as a legal or compliance issue. But in reality, it touches every corner of the organization:

• Marketing teams need to manage consent and ensure campaigns respect user preferences.
• Engineering must build systems that support data minimization and secure storage.
• IT and Security are responsible for protecting data from breaches and unauthorized access.
• Customer Support often handles data subject requests (DSRs) and must be trained to respond appropriately.
• Product teams need to embed privacy into design decisions from the start.

When privacy is siloed, gaps emerge. Miscommunication between departments can lead to inconsistent practices, missed deadlines, and even regulatory violations. But when privacy becomes a shared goal, organizations can move faster, reduce risk, and build trust.

Building a Culture of Privacy

Creating a privacy-first culture starts with mindset. It’s not enough to have policies on paper—teams need to understand why privacy matters and how their work contributes to it.

Here are a few ways companies can foster that culture:

• Education and Training: Regular workshops and onboarding sessions help employees understand privacy principles and their role in upholding them.
• Cross-Functional Collaboration: Encourage teams to work together on privacy initiatives, from consent management to data mapping.
• Celebrate Privacy Wins: Recognize and reward departments that go above and beyond to protect user data. This reinforces the idea that privacy is a shared achievement.

Operationalizing Privacy Across Teams

To make privacy a team sport, organizations need clear processes and shared tools. For example:

• Consent Management: Marketing and product teams should collaborate to ensure users can easily opt in or out of data collection—and that those preferences are respected across systems.
• Data Subject Requests (DSRs): Legal, support, and IT should work together to fulfill requests efficiently and accurately. Manual processing can be costly and error-prone, with DataGrail’s report estimating an average cost of $1.26M per year for manual DSR handling.
• Data Mapping: Engineering and compliance teams must maintain a live inventory of where personal data lives, how it flows, and who has access. This is essential for audits, breach response, and regulatory reporting.

These efforts require coordination, transparency, and a shared commitment to doing right by the customer.

The Business Case for Team-Based Privacy

Treating privacy as a team sport isn’t just good ethics—it’s good business. Companies that prioritize privacy see:

• Higher consumer trust: Transparency and control foster loyalty.
• Reduced regulatory risk: Proactive compliance minimizes fines and reputational damage.
• Operational efficiency: Streamlined processes save time and money.
• Competitive advantage: Privacy-forward brands stand out in crowded markets.

In a world where data is currency, protecting it is a strategic imperative. And the organizations that succeed will be those that treat privacy not as a burden, but as a shared value.

The Bottom Line: Every Role Counts

Privacy is no longer a checkbox—it’s a core part of how modern businesses operate. And just like any successful team, it requires communication, coordination, and a shared goal. Whether you’re in marketing, engineering, legal, or support, your role matters. The more aligned your organization is around privacy, the stronger your brand becomes.

So gather your teammates, define your playbook, and get in the game. Because in today’s world, privacy is a team sport—and everyone has a position to play.

1. Why should privacy be considered a cross-functional responsibility instead of just a legal issue?

Privacy impacts every department—from marketing and product design to IT security and customer support. Treating it as a shared responsibility reduces risk, strengthens compliance, and builds consumer trust.

2. How can marketing, legal, and security teams work together to manage privacy effectively?

Collaboration starts with clear processes and shared tools. Marketing ensures consent management, legal oversees compliance, and security protects data. Together, they align on policies, training, and accountability.

3. What are the risks of keeping privacy siloed within one department?

When privacy is siloed, organizations face miscommunication, inconsistent practices, missed deadlines for data subject requests, and higher chances of regulatory violations or consumer trust issues.

4. What practical steps can companies take to build a privacy-first culture?

Companies can provide employee training, encourage cross-team collaboration, celebrate privacy wins, and integrate privacy into product design and daily operations.

5. How does treating privacy as a team sport benefit businesses?

A team-based privacy approach leads to stronger consumer loyalty, reduced regulatory risk, greater operational efficiency, and a competitive edge in the market.