In this edition of The Executive Outlook, we sit down with Kelle O’Neal, Founder and CEO of First San Francisco Partners, whose work has shaped how modern organizations understand data, trust and transformation. For over 18 years, she has championed a belief that sounds simple yet is rarely practiced: “Data doesn’t create value. People do.”
Her leadership in data governance strategy is rooted in clarity, empathy and a commitment to helping organizations shift from seeing data as an IT burden to recognizing it as a strategic business asset shaped by people, culture, and shared understanding.
Where It All Began: Seeing the Gap Behind the Technology
Kelle’s career took a defining turn when she began noticing a disconnect across large enterprises. Organizations were investing heavily in advanced systems and technology, yet they weren’t seeing the outcomes they expected. They had tools, dashboards and data—but lacked alignment, trust, consistency and clarity.
During her work at Siperian, an MDM company later acquired by Informatica, she saw this gap even more clearly. Technology teams understood tools, but business teams didn’t understand the business value of high-quality, connected data.
The 2008 financial crisis amplified the issue. To Kelle, it wasn’t just a financial breakdown—it was a data visibility breakdown. Companies couldn’t fully understand their customers, exposures and decisions because their data wasn’t unified or trusted.
This insight pushed her to launch First San Francisco Partners, not as another tech provider but as a firm built to help organizations understand, trust, and use their data in ways that deliver tangible business value.
Prefer to listen on the go? Tune in to the full podcast episode on Spotify below:
A People-First Philosophy That Guides Every Transformation
Kelle’s work begins with a core truth: transformation is fundamentally about people, not platforms. Technology doesn’t fail—alignment does. People must first understand the “why” behind a change before they can embrace the “how”.
She also acknowledges a deeper challenge that many leaders miss: most transformation failures stem from human hesitation, not technical limitations. When people feel disconnected or uncertain, they resist—even unintentionally. If they cannot picture a new way of working, they cannot support it.
This is why First San Francisco Partners treats Organizational Change Management as a structured discipline, not a training checklist. Her team goes beyond education and literacy—they identify what is truly blocking adoption, explain the “why” behind each decision, surface concerns early and treat vocal resistors as valuable sources of insight rather than obstacles.
Kelle also emphasizes the importance of informal influence networks. Not all leaders have titles. Early adopters, people with strong credibility inside the organization and natural “change evangelists” often accelerate transformation more effectively than formal hierarchy.
Her philosophy is simple: “Change happens one person at a time.” And the people who shift today often become the ones who inspire others tomorrow.
She also highlights that meaningful change happens when individuals see a personal win—whether it’s recognition, workload reduction, or even a promotion—because transformation becomes easier when people benefit personally.
Watch the full conversation on YouTube by clicking the link below:
Redefining Data Governance Strategy: From Restriction to Confidence
A subject Kelle returns to constantly is the misconception surrounding data governance. Many leaders still view governance as a restriction—a compliance layer, a checklist or a gatekeeping function.
Kelle sees this misunderstanding as the biggest barrier to an effective data governance strategy.
For her, governance is not a fence that restricts movement—it is a foundation that stabilizes it. When teams trust their data—when definitions are consistent, sources are reliable and lineage is understood—they move faster, collaborate better and make decisions with confidence.
Good governance creates psychological safety. It ensures decisions are grounded in truth, transparency and shared understanding—not assumptions or fragmented datasets.
A Leadership Lesson: How One Organization Shifted by Changing Its Mindset
Kelle shared a powerful example of how leadership can completely reshape the success of a data initiative. First San Francisco Partners was helping a global enterprise implement governance. However, the leader overseeing governance viewed it as a narrow, technical function and discouraged broader conversations—especially around AI and enterprise value. Leadership even restricted the team from exploring AI-related use cases, a limitation that quietly capped the organization’s potential.
As expected, governance stayed limited and disconnected.
Everything changed when new leadership stepped in—leaders who believed data was an enterprise asset, not an IT obligation. The governance team was empowered, allowed to hire and encouraged to collaborate across functions. They quickly began demonstrating value, and their success stories started spreading organically across the business.
Adoption grew. Standards became meaningful. Governance evolved into a strategic capability.
“The switch flipped instantly,” Kelle says. “Executive sponsorship changed everything.”
This example reinforced her belief that mindset—not technology—is the real driver of data maturity.
The Hidden Challenge: Leaders Still Think Too Narrowly About Data
Even today, Kelle sees a recurring blind spot: leaders think about data only in terms of analytics or AI. They forget that data flows through every strategic decision—product launches, customer experiences, compliance, operations and even mergers and acquisitions.
She has seen countless projects built without considering the data they rely on, leading to costly delays when teams discover gaps in quality or consistency. Kelle calls this the missing “data lens” in project governance. She believes every project charter and PMO process should define what data is needed, how it will flow, and how it will be governed long before the build begins.
In M&A cases, companies evaluate financials but ignore the quality of the acquired data—creating integration issues that last for years. She notes that analyzing customer and product data overlap is often a more accurate indicator of integration success than financial modelling alone.
Until leaders embrace data as a foundational asset that shapes every initiative, organizations will continue facing unexpected rework and friction.
Data as a Bridge: Connecting People, Insight, and Action
To Kelle data is not a technical artifact but a bridge between people and decisions. When teams share a consistent understanding of data, the dynamic shifts. Meetings focus on solving problems, not reconciling conflicting reports.
At FSFP, much of the work revolves around this bridge—helping organizations create a common language around data, connecting technology teams with business teams, and enabling a unified understanding across departments.
When data becomes shared truth, collaboration becomes natural and progress accelerates.
Why Operational Data Is the True Starting Point
Although AI receives the spotlight, Kelle believes the most meaningful transformations begin with operational data. Everyday systems like billing, shipping and customer records often contain inconsistencies and duplicates that create ripple effects across the organization.
Fixing these foundational issues delivers immediate improvements—fewer errors, faster processes and better customer experiences. But the impact extends further: improving operational data automatically strengthens analytics and AI.
“Data quality”, she says, “flows like water”, enriching everything downstream.
AI Readiness: Why Organizations Must First Understand Their Data
When discussing AI, Kelle doesn’t start with tools or algorithms. She starts with readiness. “How well do you understand your data today?” she asks.
AI success hinges on clarity, consistency and context. Organizations must understand where their data comes from, how it is used, how clean it is and what business rules shape it. A meaningful AI readiness assessment looks at the data itself, lineage, processes, technology and the full data lifecycle.
She also emphasizes the importance of semantic structures—ontologies, taxonomies and classifications—that make data machine-readable for AI systems. Without this layer, even the most sophisticated models struggle to produce reliable outcomes.
AI is not a shortcut. It magnifies what already exists. Poor-quality data leads to poor AI outcomes.
Where to Begin: Start with a Real Business Problem
For organizations unsure where to start, Kelle advises beginning with a concrete problem caused by data. Conflicting numbers, duplicate customer records, slow reporting cycles or recurring operational mistakes all indicate deeper data issues.
Solving one meaningful problem builds trust, secures sponsorship and demonstrates the value of data improvements. It shows teams that data is not abstract—it removes friction from their daily work. Early wins often reveal internal champions—people who naturally evangelize better practices and help the momentum spread across the organization.
Kelle calls this approach “thinking strategically but acting tactically.” You hold the long-term vision while delivering one high-impact win at a time.
Leading With Empathy, Purpose, and Practicality
Kelle’s leadership style blends empathy with practicality. She doesn’t claim to have all the answers. Instead, she creates environments where clarity, collaboration and shared purpose guide the outcome.
Teams describe her as both visionary and grounded—someone who connects strategy to human behavior. Throughout our conversation, no matter the topic—governance, AI, operations or culture—she always returned to one theme: people first.
Data supports people. Technology supports people. Governance supports people.
When organizations embrace this mindset, transformation becomes less about pressure and more about possibility.
A Future Built on Connection, Not Just Digitization
As our conversation ended, Kelle reflected on what real transformation means today. Becoming digital is not enough. Organizations must become more connected—to purpose, to people and to the communities they serve.
The future of data and AI will not be determined by tools alone but by the quality of decisions people make with those tools. Insight must meet empathy. Systems must meet culture.
“Technology will keep evolving,” she says, “but the real advantage will always come from people who know how to use it with purpose.”
Kelle O’Neal’s story is a powerful reminder that transformation isn’t about complexity—it’s about clarity, trust and connection. In a world racing toward automation, her message stands out clearly: the future of data isn’t about replacing people but empowering them.
For more real-world stories on data governance strategy, AI readiness and leadership, follow The Executive Outlook and explore our latest interviews with global data and AI leaders.
Editor Bio
I’m Isha Taneja, serving as the Editor-in-Chief at "The Executive Outlook." Here, I interview industry leaders to share their personal opinions and provide valuable insights to the industry. Additionally, I am the CEO of Complere Infosystem, where I work with data to help businesses make smart decisions. Based in India, I leverage the latest technology to transform complex data into simple and actionable insights, ensuring companies utilize their data effectively.
In my free time, I enjoy writing blog posts to share my knowledge, aiming to make complex topics easy to understand for everyone.
