Log #039 | How to 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:

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

Through a Marketer’s journey to create a strategy and campaign that delivers virality + business success are a series of check points that also act as points of failures for credibility. Each one of these is scrutinized but can be overcome with data that you can use to build up your credibility meter and cash it in when appropriate.