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Why Marketing Is Challenged With Understanding Data

Posted on April 10, 2014 by Glenn Gow

The age old question is how does an organization cohesively align their marketing and sales departments? The issue that marketing has to face is accountability and signing up for a revenue number. As marketing’s role evolves and changes, it’s become increasingly important to be able to measure the impact marketing has on the sales pipeline.

On this episode of Moneyball for Marketing, Wynn White shares his expert insight on the quantitative substance of marketing and how to incorporate balancing with a left brain approach:

  1. Data science has an impact on the marketing landscape. Marketing technology allows you to measure your touches and activity. Being able to consistently measure what’s happening gives you a level of outcome predictability.
  2. Data can be dangerous if you’re not looking at it in it’s entirety.
  3. Marketing analytics tools are not one size fits all. Marketing organizations are challenged with understanding and making sense of data. Having the right marketing intelligence tools is a part of that, but so is creating a company culture around data.


Wynn White is the Vice President of Marketing of Birst.  Wynn joined Birst from Dell where he was Vice President of Dell KACE Worldwide Marketing.  He has two decades of marketing and product management experience in the areas of business and marketing intelligence, system management, security and networking.  Wynn holds a BA and an MBA from the University of California at Berkeley.
Read the full transcript here

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.

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