| “The numbers tell the story,” is something you hear a lot. “Well, yes, but actually no,” as the meme goes. The numbers tell the story if you already know their context. If you don’t, then there is no story. Another way to put it is, “Numbers out of context are just numbers!” That’s been Alan K’necht’s rallying cry for years. Today he has an article on how to think and talk about data so everyone understands what you do. Similarly, we have Stephanie Trovato explaining how to know if you’re using the right ABM metrics. Even though the numbers look good — engagement is up, website visits increased and you’ve got meetings on the books — they may not be telling the entire story. Read this article to make sure you get all the story. And while you’re here, please consider taking a few minutes to fill out our MarTech Replacement Survey. Thank you! Constantine von Hoffman
Managing Editor | 