Constant Contact CMO John Orlando: “Why you need to hug and believe what your data is telling you”

Christina D. Warner
Mar 29, 2020 · 13 min read

Be data driven to a fault. And hug and believe what your data is telling you. Sometimes your gut instinct and emotions want to guide you in a direction, but the data may be telling you a different story. It’s important to have a marketing team with a culture that is data driven.

  1. Positioning and messaging are an art form that far too many people pass off as unimportant or ends up being overlooked, or even worse, something that is jammed in at the end. You need to understand your product and why it matters first.
  2. Providing vision and leadership for your marketing team is harder than it looks. You need to spend real time communicating and sharing your vision and then allow your teams to ask questions and internalize it. It’s amazing what a team that really gets it can do!
  3. Hire the absolute best talent you can find. Many times, you settle for someone that has been with the company, or someone who is available, but at the end of the day, you need the best talent to execute the best marketing.
  4. Be data driven to a fault. And hug and believe what your data is telling you. Sometimes your gut instinct and emotions want to guide you in a direction, but the data may be telling you a different story. It’s important to have a marketing team with a culture that is data driven.

Authority Magazine

Leadership Lessons from Authorities in Business, Film…

Christina D. Warner

Written by

Proven Marketer I Award-Winning Author I Duke MBA

Authority Magazine

Leadership Lessons from Authorities in Business, Film, Sports and Tech. Authority Mag is devoted primarily to sharing interesting feature interviews of people who are authorities in their industry. We use interviews to draw out stories that are both empowering and actionable.

Christina D. Warner

Written by

Proven Marketer I Award-Winning Author I Duke MBA

Authority Magazine

Leadership Lessons from Authorities in Business, Film, Sports and Tech. Authority Mag is devoted primarily to sharing interesting feature interviews of people who are authorities in their industry. We use interviews to draw out stories that are both empowering and actionable.

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store