Four stories this issue, one thread running under all of them: everybody agrees the data problem is real, and almost nobody agrees on what to do about it. A budget nobody fully trusts, a handoff that loses the signal, an attribution model that was never going to answer every question, and an agency industry quietly testing fake customers because the real research takes too long. Here’s what each one means for the database you already have.
For Marketing Directors & RevOps Leaders
Only Half of Marketers Trust the Data Setting Their Own Budgets
Via MarTech: A new 10Fold study covered by MarTech finds only 49% of marketing and communications leaders are fully confident in their data’s accuracy, even though that data shapes budgets for up to 88% of them. Reporting is scattered too: just 35% have fully integrated it across channels, and 37% still lean on spreadsheets.
For Marketing Directors & RevOps Leaders
Stop Sending Sales Bad Leads. Earn Your Stripes Instead
Via Marketing Week: Marketing Week talks to B2B leaders about ending the sales feud, and the advice gets blunt fast. AlixPartners’ Barney O’Kelly calls sending poor quality leads to sales “lazy,” and says chasing lead volume alone only proves how busy marketing is. Clifford Chance’s Denese Edgar adds that conflict only exists if you let it.
For Marketing Agency Owners
Agencies Are Testing Fake Customers to Understand Real Ones
Via Digiday: Digiday reports agencies are blending AI generated synthetic audiences with real research to speed up concept testing, but the approach is harder to sell than it sounds. One agency’s rule: synthetic data gets a project about 80% of the way, and humans still vet the rest before anything ships to a client.
For Marketing Directors & RevOps Leaders
The Revenue You’re Losing Isn’t a Leads Problem. It’s a Handoff Problem
Via Martech: MarTech contributor Caroline Hodson argues the real leak isn’t lead quality; it’s what happens after the handoff. Responding within five minutes of a high-intent signal lifts connection rates 100x higher than waiting half an hour, yet most teams route opportunities by proximity instead of fit, with no context attached.
Four different angles, one answer underneath: more data doesn’t fix any of this. Knowing what you already have does. That’s the whole idea behind the ROAR™ Method: find out what’s really in your system, put it in order, run the plan, and produce revenue somebody can point at. Book an informative and free scoring review today.
Leave a Reply