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What it Means to be Data-Driven, How It’s Different from Metrics & How to Apply it

Posted by Doug Davidoff

Jun 29, 2018 11:00:00 AM

Data-Imagine-ImageMy daughter is entering her senior year in high school. I have to admit that there are times where I stop and think how I wish I were in high school today. Now, I don’t have this wish for the common reasons you may be thinking.

You see, when I was in high school it wasn’t cool to obsess about things like data. But today, data is about the coolest thing in the world (well, except for maybe AI). Everyone is talking about data. Big data. Little data. Metadata.

Today, it seems, marketing and sales advisors pronounce their coolness by claiming to be data-driven. Everywhere I look, I see people claiming to be data-driven, but when I look at how they manage process and make decisions, it’s no different than how they did things a decade ago.

Sure, they may throw some numbers or vanity metrics at you, but the way they do it reminds me of how I used to describe statistics. Today, data is like a lamp post to a drunk - it’s used more for support than illumination.

Make no mistake. If you want to successfully grow a business today, you’d better be data-driven. I’m fond of Netscape founder Jim Barksdale’s philosophy: If we have data, let’s look at data. If all we have are opinions, let’s go with mine.

So, the first step to be data-driven is to understand what being data-driven means.

The first confusion is that there’s a difference between being goals- or metric-driven and being data-driven. There is probably no clearer illustration of the difference than using my favorite example: baseball.

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Topics: Lead Generation, Inbound Marketing, Sales Development, B2B Sales Strategy, Demand Generation, Performance, Data