Ep. 392 | Leveraging Your Company's Strategic Data Asset for an Unfair Advantage

In this episode of Sunny Side Up, host Robert Hall interviews Chris Shakarian, a startup marketing leader, about the world of strategic data assets and their impact on modern-day marketing. Shak believes that companies can gain an advantage in the market by leveraging the strategic data assets generated by customers using their products. Rather than just talking about the value delivered, showing it through data is more effective in a world oversaturated with content and advertising. Chris emphasizes the value of software as a means to gather data and provide actionable insights. One example he highlights is Gong, a call recording tool that collects voice data and performs meta-analysis to provide insights on talk ratios and business outcomes. He also acknowledges the threat of ChatGPT, a generative tool for marketers, but argues that critical thinking and the use of strategic data assets are still crucial for differentiation from competitors. Chris stresses the importance of embracing the concept of a strategic data asset and using it for an unfair advantage in the market. By finding unique data within the product, picking insights that align with buyers’ needs, and exposing it through static forms or real-time dashboards, companies can create a unique marketing strategy that draws people in rather than just “shouting from rooftops.”

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