Data feels like gold when you’re a marketer or salesperson at an early-stage startup. Or to use a different metaphor, when you’re lost in the fog, data seems like the GPS you desperately need.

But at many startups, data ends up being fool’s gold.

Most early-stage startups are moving too fast – and are too understaffed – to have reliable data measurements in place. Look at the campaigns you have set up in Salesforce or your marketing automation system. (Go ahead, I’ll wait.)

OK, now I’ll tell you what you saw. A bunch of apples and oranges.

Let’s be generous and say you’re tracking social, events, paid media, website, webinars, etc.

Sounds pretty reasonable, right?

But wait, don’t social and paid media just drive people to the website? And isn’t a webinar an event? Well, actually, most of the leads from that webinar came from the webinar recording….which lives on the website.

You see where this is heading.

You should invest in getting data measurements right over time. They’ll make you a better company as you grow and secure your next round of funding.

But in the early days, spend more time trying to tell good stories that buyers care about.

-Doug

Data feels like gold when you’re a marketer or salesperson at an early-stage startup. Or to use a different metaphor, when you’re lost in the fog, data seems like the GPS you desperately need.

But at many startups, data ends up being fool’s gold.

Most early-stage startups are moving too fast – and are too understaffed – to have reliable data measurements in place. Look at the campaigns you have set up in Salesforce or your marketing automation system. (Go ahead, I’ll wait.)

OK, now I’ll tell you what you saw. A bunch of apples and oranges.

Let’s be generous and say you’re tracking social, events, paid media, website, webinars, etc.

Sounds pretty reasonable, right?

But wait, don’t social and paid media just drive people to the website? And isn’t a webinar an event? Well, actually, most of the leads from that webinar came from the webinar recording….which lives on the website.

You see where this is heading.

You should invest in getting data measurements right over time. They’ll make you a better company as you grow and secure your next round of funding.

But in the early days, spend more time trying to tell good stories that buyers care about.

-Doug