Andy on Twitter

  • Very clever... A Microsoft Excel Artist ,
  • While the problem underlying M&A integration is big, Material Information Platforms implemented pre-transaction wil… ,
  • Wow... t/sheets acquired by Intuit ,
  • Way to start the morning. Beautiful Balmoral.. Balmoral Sailing Club ,
  • Bank inquiry puts global investment at risk: Westpac's David Lindberg.. spot on ,
  • Why are taxi apps so appalling. Slow, lousy interface, freeze... hopeless attempt to satisfy customers and so easily fixed,
  • should give us the option of only accepting drivers who aren’t on a job. Stop “forcing” drivers to take a job while on a job. ,
  • National looks more desperate every day. NZ is lucky to have a leader with this much experience. ,
  • Dennis clearly doesn’t understand that a BYO challenge for the last AC was well past 200m. Unless you sailed Oracle… ,
  • And that’s the point - Amazon is a boost to SMBs and entrepreneurs locked out by big retail. And so much for big br… ,
  • Little evidence in here of impact in meetings but suspect the same applies. Laptops Are Great. But Not During a Lec… ,
  • To Grow Talent, Don’t Move Fast and Break Things — Move Slow and Build Them .. so right ,
  • Who cares if it is. NZs PM is doing the right thing. ,
  • Great win for and cool work by ,
  • The pressure to use all those extra characters is too much...,
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Start-up Rules applied

I’ve long believed that every marketer should go work in a start-up at least once in their career if for no other reason than this. You get a profound and intimate understanding of the relationship between marketing and sales as expressed through the lead. Without a lead, there is nothing.

Carleen draws a line between this and baseball. I really enjoyed “Moneyball,” by Michael Lewis chronicling the successful statistics-driven management of Oakland Athletics General Manager, Billy Beane.

Just as he has applied math to sport, it has an equally important role in marketing and communications.

While the five tips she provides are all good, this one is extremely pertinent…

Trust your data. Even when your intuition suggests otherwise. You have to have the courage and conviction to trust your data, and act on it, Nelson says. If your data says spending money on conferences like CES or Web 2.0 Summit does not convert to sales, don’t go — no matter how important you think it is to be seen at such events.

This is perhaps hardest for communicators to accept. So often we are swayed by the emotions of those around us the data gets lost. We’ve all be subject to the rant by a product marketer about how we are “getting out-PRed…”. Without data you have nothing. Without conviction in your data you are well and truly up the creek without a paddle.

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