Does marketing control the wealth of the B2B companies?  Darryl Praill, CMO of VanillaSoft and host of the popular Inside Inside Sales podcast says, “it depends.”

In God we trust. All others must bring data.” – W. Edwards Deming

I spend lots of time talking to CEOs and B2B marketing and sales executives, and many do not have a good handle on how they are doing on their key performance indicators (KPIs). It’s like Goldilocks: Some are measuring too little, some are measuring too much, and some are measuring just the right amount but not using the data effectively. A minority are not only collecting the right data but also using it to gain competitive advantage.

Listen while you work.