Signs Your B2B Organization Is Still Not Data Driven

Ian Michels, a Senior Technical Account Manager at Adobe, joins host Camela Thompson to discuss crucial insights about data-driven marketing in B2B organizations. He highlights the signs that indicate a company's lack of commitment to data, emphasizing the importance of meaningful measurement. The conversation explores challenges marketing teams face in fostering a data-centric culture and evolving measurement practices. They stress aligning marketing metrics with revenue goals and the importance of relevant data presentation to executives for sustained growth.