If your marketing team is drowning in reports but still can’t answer basic questions like “What’s driving our pipeline?”—you’re not alone. The data is there. But the connections between systems, metrics, and outcomes? Often missing.
While guiding a strategic discussion with IT and marketing leaders this April, we unpacked one of marketing’s most overlooked challenges: fragmented data. Using real statistics and field-tested solutions, we explored how tech and marketing teams can work together to clean up the chaos—and turn information into impact.
Let’s start with the reality check:
These aren’t just workflow hiccups—they’re growth blockers. Disconnected systems lead to double work, missed handoffs, and strategies based on incomplete visibility. When data lives in silos, so does decision-making.
We all know likes, impressions, and pageviews don’t close deals. But without the right data infrastructure, marketing teams often default to what’s easiest to measure—not what actually moves the needle.
That’s why we emphasize aligning around the metrics that matter to growth:
Leads generated
Opportunities created
Deals closed/won tied to marketing activity
When marketing, sales, and tech teams consolidate reporting around these revenue-driving KPIs, they shift from just reporting activity to demonstrating real impact. And executives start paying attention.
The good news? You don’t need a full-blown data warehouse to build smarter reporting. Some of the most effective solutions we’ve implemented at Surgo Advisors are lightweight dashboards created using tools like Google Looker Studio, Power BI, or even Excel.
One of the fastest wins? A shared Google Sheet updated weekly with just 3–5 core KPIs. That simple system can dramatically improve visibility, guide better decisions, and build a consistent rhythm of accountability. Even better, it can be owned jointly by marketing and technology—making it a truly cross-functional asset.
I’ve worked with mid-market teams buried in redundant tools and unclear metrics many times. In one case, simply mapping out the martech stack and aligning data around key KPIs led to significant returns.
One of my clients reallocated $80,000 from underperforming channels to campaigns that were directly tied to closed deals—all based on clarity gained through structured, centralized reporting. That kind of insight doesn’t emerge when data is fragmented across systems and teams.
Want to stop spinning your wheels and start making marketing decisions with confidence? Download the full presentation deck for practical frameworks, real-world metrics, and step-by-step guidance on how to consolidate your marketing data and drive real growth.