Data-Driven Decision Making: From Vanity Metrics to Real Growth

Episode notes

If you can’t clearly explain why growth is happening - or why it’s not - you’re headed towards disaster. In this episode of Humans of Growth, I sit down with Liz Ross, CEO of Shift Paradigm, to unpack what really breaks inside growing companies long before revenue flatlines. We talk about why so many leaders believe they’re practicing data-driven decision making - when they’re actually operating on anecdotes, incomplete dashboards, and siloed reporting. Marketing celebrates MQLs. Sales pushes for pipeline. Leadership stares at lagging revenue. And somewhere in the middle, growth gets muddy. This conversation dives into: Why marketing and sales alignment breaks down in B2B organizations How data silos quietly distort your understanding of performance The concept of a “golden record” and building a true source of truth Why organic leads can outperform paid channels - and how to prove it Why attribution debates often distract from the real question: did the business grow? We also explore the rising role of AI in business strategy - and why AI won’t save companies from bad judgment. In fact, it exposes it.

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