Data-First Marketing

PRAISE FOR DATA-FIRST MARKETINGThis is the book I wish I had back when I was trying to communicate with the sales VP. But more than that, this is the book that would have gotten me speaking the language of the CFO and the CEO and the board of directors. Data-First Marketing is a deep dive into how to understand modern marketing in our new age of analytics.-David Meerman Scott, Bestselling Author of The New Rules of Marketing & PRI love Data-First Marketing. Throughout my 35-year career as an executive of several technology companies, I always struggle to educate my marketing staff on the need to collect and analyze the right data in support of the company's investments and growth strategy. This book is THE ideal resource for it. I strongly recommend this book to any CEO trying to build a highly driven marketing approach to their strategy.-John Hassoun, VT Group CEOData-First Marketing is like personal training for you and your marketing team. Your programs will emerge brawny, strong, buff... and fit to defend themselves from any doubters, haters, or bullies who doubt marketing's true value.-Ann Handley, Wall Street Journal bestselling author of Everybody Writes and Chief Content Officer of MarketingProfsAs a CEO I oftentimes wonder what my marketing team actually does, whether they are worth what we pay them or whether or not they should have a seat at the table when setting company strategy? Data-First Marketing helped me answer many of my questions and helped me create a framework and a mindset that I can use to hold my team accountable.-Rob Masri, Executive Chairman and CEO at Sport LifeIf the marketing department is going to have a seat at the executive table to influence business strategy, there must be a focus on data-driven techniques and correct attribution. In Data-First Marketing, Janet and Julia validate and reaffirm the importance of value metrics above vanity metrics and provide marketers with clear and actionable steps to incorporate and measure business metrics from the beginning and throughout their campaigns.-Zenda Sims, Vice President of Marketing, GetWellNetwork