How Marketers can turn data into credibility

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How Marketers can turn data into credibility

Every week there’s a sensationalist headline about how the tenure of the CMO is going down.

I’m sure there are a variety of reasons but one broad reason has always been that Marketing has struggled to prove their impact in a way that’s credible for other functions. This has been especially true with teams like Finance and Product.

Having spent a decade in Marketing Data Science I’ve earned a few scars from having to continuously fight the good fight that Marketing is worth it so I thought I’d share a few ways Marketers can build credibility with data through some fun little conversational roleplay.

Throughout the article, you might be asking “but who am I gaining credibility from?”.

The answer is everybody:

• Yourself

• Your hiring manager

• Your CMO

• Your CEO / CFO

• Product and finance teams

Marketing is in the hot seat with everyone (which also is what makes it fun when you go boom look at these results).

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