As marketers, we’re drowning in data.

Showing companies how to handle this data deluge is the job of John Donlon, Senior Research Director, Marketing Operations Strategies at SiriusDecisions.

SiriusDecisions is a B2B research and advisory firm. They use data, research, and models to help organizations grow by engaging with leaders in sales, marketing, and product development.

Many companies are trying to transition away from silos. The silos usual happen as a result of separate delivery systems that have incompatible analytics. Over the last three years, companies have been trying to connect all this information.

Because in most cases the marketing tech stack grew organically with lots of different technologies from different vendors, coming up with an actionable strategy has become increasingly difficult.