- Has it ever occurred to you that a marketing meeting can sometimes feel more like a court hearing? Let me explain.
- Imagine that instead of discussing what to do next, everyone starts debating something else entirely: where the numbers came from, why they look the way they do, and whether they can be trusted at all.
- And in that moment, the CMO often stops being the person driving decisions and becomes the person forced to prove something. Basically, a lawyer for their own data.
- When I worked in-house, I caught myself in that position more than once. Half the conversation wasn’t about managing the business. It was about defending the reports.
- That’s the moment when analytics stops accelerating management and starts slowing it down.
- Every new report turns into yet another attempt to prove that the numbers are even real.
- Spending your team’s time arguing about why the numbers don’t match? No, that’s not okay. But it’s not fatal either.
- Start with investment in transparent calculation logic, clear data sources, and shared rules. Very quickly, the numbers stop being the subject of debate. And finally become something you can actually rely on.
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