OnBase: Smashing Sales and Marketing Misalignments Ep. 286 | Open Communication Yields Data Science Success
This episode of Sunny Side Up features Shivani Bhatt, who has made the art of integrating data science across marketing team functions. In her role as Director of Analytics at Zuora, she is laser-focused on the integration of data analytics, strategic marketing, and growth operations. She shares insights into the role metrics have to play and where they inevitably fall short if all stakeholders are not brought along throughout the process. Shivani believes the tools and insights data science affords very often originate in the service of marketing functions but ultimately, as organizations scale and evolve, can play a centralized role across the enterprise. You'll hear about some of the people who have influenced her development as well as recommend reading for anyone who shares her passion for all things marketing: demand generation, performance metrics, and growth strategy.