Here's the number one business opportunity in marketing today: Teach marketing leaders, social media gurus and SEO professionals how to ask the right questions about data. I'm serious.

There is a golden opportunity here because many businesses leaders don't seem to know enough about basic marketing analytics to know whether their programs are growing or not. We are leading "by our gut" in a world that promises true wisdom and insight if we can understand the numbers.

The implication is that we are potentially (and probably) making incorrect decisions because we're mis-interpreting the numbers ... perhaps we don't even know the right questions to ask. If you're in marketing, you MUST understand this issue! I believe that just a basic knowledge of measurement tools can go a LONG WAY in helping to propel and differentiate your business ... and so does Tom Webster, the co-host on the Marketing Companion podcast. While this may sound boring, I promise you that our latest edition of the podcast is not. In fact, as you will soon hear, it is downright magical.

We explore what we consider the number one issue for most marketing leaders today: Understanding metrics to make business decisions --

-- The biggest business opportunity in marketing today

-- The danger of focusing on the what instead of the why or the how

-- Tom's five fundamental questions to guide a content marketing strategy -- Getting drunk on growth

-- The importance of talking to people

-- Content marketing at the end of the sales cycle

-- Content marketing as "fishing"

-- are you even in the right lake?

-- Guest appearances from Gini Dietrich and Sean McGinnis -- The magic metrics for content marketing and lead conversion

Are you ready for this? Can you HANDLE THE TRUTH? Here we go:

Resources mentioned in this podcast:

The book Good to Greatna.amazon-adsystem.com/e/ir?t=schaemarkesol-20&l=as2&o=1&a=0066620996" alt="" width="1" height="1"> by Jim Collins Our friends Gini Dietrich and Sean McGinnis

Doug Henningna.amazon-adsystem.com/e/ir?t=schaemarkesol-20&l=as2&o=1&a=0982463901" alt="" width="1" height="1">

Voices Heard Media

Further reading:

Marketing and social media measurement

This content was created as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet. I’ve been compensated to contribute to this program, but the opinions expressed in this post are my own and don't necessarily represent IBM's positions, strategies or opinions.