In this interdisciplinary paper we discuss the intersection of organizational data culture and vocational education and training (VET). Building on a preliminary definition of data culture and an explorative analysis of data-related value propositions in the German VET market, we analyze how VET providers address organizational challenges in the wake of big data and digitization that affect many of today’s organizations, regardless of their traditional industry. We argue that if organizations want to implement a data culture, their employees have to receive appropriate trainings that convey relevant skills and competencies.