[notreallyhere00]

Wow. This article is excellent. It’s not just the content; he’s even made nice graphics… And the aesthetic of the post on mobile is 10/10.

The issues at hand in this post are real.

1. Problem 1 - Awareness

Many marketers outside of mega super super high paying startups are BARELY aware of these factors.

I’m an amateur at this stuff but people look at me like I’m a wizard when I get my - VERY SIMPLE - Spreadsheets out.

That’s one thing.

Problem 2 - The tools

these platforms and analytics tools are kind of shit at piecing the story together.

I’m the sole marketer at a (very rapidly growing, if I may) software startup.

Every so often, as an exercise, I go back and piece together the entire journey of our highest value opportunities and prepare a nice little report.

The idea is to show the team that the buying process is complex and that tracking in our neat little funnels is a rough proxy at best.

Problem 3 - untracked interaction

We sell a product that is used by teams. This means that a TON of our traffic is going to be from team members coming in to have a look after team member A discovers us. But what happens if it’s team member C that gets in touch? How do you attribute that?

Doing regular deep dives on individual customers is the best way to maintain sanity in an organisation and stop the inane conversations that non-marketing team members tend to start. The deep dives, in my experience, tend to be the thing that most generates trust in the marketing activity - because it goes from being just an abstract game of big numbers to ‘oh hey, that actually works, how clever.’

[franczesko]

In a smaller scale this probably would be very effective, however I can't see this being possible with bigger client volumes. Also, I noticed in my career some sort of elitism and looking at the marketing from above, which is driven by ignorance in most of the cases.

[notreallyhere00]

It’s not possible to do this with all clients; that’s not my argument. But in a big company it should be done with as a matter of practise with at least a cohort.

But yes there is a ton of ignorance in this world. I constantly have to remind folks that the world outside of Spreadheets is insanely messy.

[iamacyborg]

> The idea is to show the team that the buying process is complex and that tracking in our neat little funnels is a rough proxy at best.

I think this is worth specifically calling out. We’re all so blinded by numbers on a dashboard that we forget to take a look at the wider context.

People take numbers at face value, and for various reasons, those numbers are frequently wrong. In even more cases we don’t even know to what degree those numbers are wrong so we’re left making imperfect decisions based on a complete misunderstanding of what we’re seeing.