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You love data—until it says you’re wrong
What I bet on: If you don’t know your numbers, you’re not running a business — you’re running in circles.
Here’s something no one in the boardroom wants to admit: Most companies have no idea what’s actually working.
After 10 years in corporate marketing, I’ve seen it all — shiny rebrands, million-euro campaigns, polished dashboards, and beautifully crafted brand decks — all built on guesswork.
Clicks? Easy. Conversions? Depends on who’s presenting. Lifetime value? Total fiction.
It’s like watching a Formula 1 team obsess over car design — but never check the lap time.
We talk about “data-driven decisions,” but let’s be honest: half the time, we’re just making ego-fueled guesses with a data-flavored aftertaste.
Why?
Because no one wants to slow down and ask, “Is this actually moving the needle?”
Too busy. Too many meetings. Too many people protecting their turf.
And when numbers are tracked, they’re often siloed, misunderstood, or filtered through five layers of "narrative."
This isn’t just bad reporting — it’s bad business. What’s missing is Decision Data.
Not vanity analytics — but simple, shared, outcome-driven metrics that actually guide decisions across marketing, sales, and product.
Numbers are oxygen. Without them, your ideas don’t breathe — they just float.
And when a campaign underperforms? We blame the channel, the season, the intern — anything but the broken system behind it all.
Most of the time, the problem isn’t a data gap — it’s a leadership gap.
If you genuinely want to fix this, you need an operational shift — not another dashboard.
Here's the hard reset you require:
Link Metrics to Strategy — Or Kill Them. If a metric doesn’t map to profit, retention, CAC, or LTV — it’s noise. Stop tracking what looks good. Start tracking what drives growth.
Appoint a Revenue Intelligence Owner. One person. Full accountability. Their job? Align sales, marketing, ops, and finance. Not IT. Not “someone in growth.” Someone who turns data into direction.
Unify Data Across Departments. Marketing, sales, product, finance — all in one ecosystem. No more separate dashboards, definitions, or conflicting versions of truth.
Create Real Feedback Loops. Every campaign, initiative, and experiment should end with: What worked? What didn’t? What do we do next? If you're not learning, you're repeating mistakes.
Make Data Literacy Mandatory for Leadership. If decision-makers can’t interpret or challenge the numbers, they shouldn’t be leading. Every exec should understand CAC vs LTV as deeply as they understand branding.
Tracking shouldn’t be scary. It should be empowering.
When you know what’s working, you can double down.
When you don’t, you’re at the mercy of HiPPOs (highest paid person’s opinion), gut feelings, and pretty decks with no results.
The future belongs to companies that that stop guessing — and start seeing.
That means fewer PowerPoints, more truth. Less guessing, more accountability.
It’s not sexy. But it’s how you win.
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