Balance These Two Behaviors to Make Yourself Magnetic

Today, CMOs have more data available to them than any marketing generation before them, but that hasn't made the next move any easier to see. More data was supposed to mean better signal intelligence. But it doesn't always work out that way.

Most teams are working from five dashboards at once, often on the same call, and each one is confident about a different thing. I have found that much of what is on those dashboards is measuring the same event from slightly different angles, while the one number that could actually predict what is coming is the one about which nobody asks.

Sales Confirm; They Don't Predict

Start with the number every board trusts most: sales. It is concrete; it is uncontested and almost no one argues with it in a meeting. It also only ever tells you what already happened. It does no tell you why you won or lost, and it tells you even less about what will happen next.

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