Drawing Value From Big Data Quotes  from  5  CMOs  of  today’s  fastest  growing  companies    

We  recently  partnered  with  Beagle  Research  Group  to  uncover  the  impact  of  big  data  ,  especially  in  marketing.  Everyone  seems  to  be  talking  about  it  these  days,  so  what  gives?  How  can  B2B  sales  and  marketing  organizations  leverage  big  data  to  its  best  advantage?    We  connected  with  5  CMOs  from  the  fastest  growing  companies  to  uncover  how  they  are  seizing  the  opportunity.    We  hope  you’ll  find  some  new  insight  from  these  quotes  whether  you  are  just  getting  started  or  a  seasoned  vet.      Enjoy!    The  Lattice  team  

Confiden'al  &  Proprietary   4  

Big  data  is  only  valuable  if  it  can  tell  you  something  you  didn’t  already  know  about  your  business,  your  customers  or  your  finances.  Before  big  data  can  do  any  of  that,  business  leaders  have  to  determine  what  they  want  to  know  or  what  problem  they  want  to  solve.      Denis  Pombriant  Beagle  Research  Group  @denispombriant  

What big data really represents for businesses today is the opportunity to make better

decisions faster. A data-driven organization is actually open to what they can know with the

data.

Greg Ott CMO/CSO, Demandbase

@gregott

Confiden'al  &  Proprietary   6  

I’ve just completed a yearlong project to bring it all together and it’s yielding new customer insights that will enable us to identify new opportunities and increase customer traction and loyalty.

Grant Johnson, Former CMO, Pegasystems

@grantejohnson1

Confiden'al  &  Proprietary   7  

I think of big data as more of an opportunity or maybe something that we try to take a lot of advantage of. One of the benefits that we have as a younger company is that we were able to build a very analytical culture from the ground up and to really think about how we can leverage all the data in our business to make better decisions and to be more profitable and agile. Mike Volpe CMO, Hubspot @mvolpe

Confiden'al  &  Proprietary   8  

Today, thanks to various systems in place, it is easier to collect and store data in order to connect at the client level and based on the intelligence accumulated.

is intelligence enables us to better engage in one-on-one conversations with each potential

client, addressing their pain points and making it about them.

Julie Norquist Roy CMO, Kyriba

@jnorquistroy  

Confiden'al  &  Proprietary   9  

We use a lot of customer data and prospect data as well as marketing response data to assess how our marketing efforts are working and to "nd out where there might be opportunities.

Peter Mahoney CMO, Nuance Communications

@dragondictator

Confiden'al  &  Proprietary   10  

To read more about how these CMOs are capturing value from big data, read the full report.

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