One problem is access. Companies are democratising analytics and must plan to include geography in this process. The challenge is to move from being "map-centric" to being "data-centric" by adding geography data into commonly used analytics data sets.
Another common challenge is data hygiene. A recent survey shows that the main challenges of GIS include data accuracy and effective data management. This problem is exacerbated for multinational firms, that must consolidate or source location datasets for multiple geographies, but is a real problem for many.
Last, but certainly not least, large organisations need reliable, scalable and secure solutions that can connect to enterprise systems and enrich enterprise data sets without impacting operational performance, and without compromising privacy.