Hey there!
Nick Bennett
here. Welcome to another edition of the People-first GTM Newsletter.
A few years ago, while working with a rapidly scaling SaaS company, I witnessed firsthand how easy it is to get lost in the pursuit of data. We were knee-deep in analytics—every team had its own dashboard, there were endless reports, and every campaign was dissected across countless channels. We had so much data, but still found ourselves struggling to make meaningful decisions. Why? Because somewhere along the way, we forgot the most important part of any strategy—the people behind the data.
It wasn’t until we sat down and actually listened to our customers, engaged with our sales and RevOps teams, and prioritized the human side of the equation that things started to change. We stopped chasing metrics for the sake of it and began focusing on the data that actually told us what our customers needed.
Ali Jawin perfectly captures this shift in our recent
GTM News Desk
episode. It reminds us that data is a tool, but people are the heart of everything we do. This edition will explore people-first strategies that transform data from overwhelming numbers into actionable insights, empowering teams from executives to specialists.
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Collaboration Is Key to Unlocking Data Insights
It’s tempting to think that success in marketing is just about having clean data—but that’s only part of the equation. Ali Jawin emphasized that the real strength comes from cross-functional collaboration.
At Outreach, Ali doesn’t just rely on marketing alone; she works closely with sales ops and RevOps to ensure that data is being utilized effectively. Everyone understood the objectives by aligning the team from the start, leading to better tracking and more actionable insights.
We ran a webinar with Natalie from Navattic and Mark Kilens about the lead-to-opportunity process. The webinar dives deeper into how RevOps and sales ops teams can seamlessly work together to enhance the customer journey and ensure accurate campaign tracking. This resource can be your blueprint for strengthening internal collaboration around data.
Watch this short clip where Ali shares her approach to fostering collaboration between sales and marketing and why it’s essential for creating a seamless data strategy:
The Right Tools to Scale Your Strategy
Ali highlighted a critical aspect of marketing in today’s environment: choosing tools that match your needs without creating complexity. Having used platforms like CaliberMind and Full Circle, Ali’s team managed to ingest both digital and offline data—think Google Ads and in-person events—into a single source for campaign analysis.
For companies growing fast, this is essential. The ability to consolidate your metrics helps teams avoid drowning in disparate data and instead allows for focusing on the data that actually moves the needle.
For those who are big fans of Rand Fishkin (we are, too), we did a webinar on
Overcoming Digital Attribution Challenges. This webinar explains how to consolidate multi-channel attribution to get a clear view of which efforts are truly driving growth. It’s perfect if your team is struggling to track omnichannel campaigns.
Check out this clip where Ali talks about why investing in the right tools can make all the difference when scaling your data operations:
Prioritize ROI Over Attribution
Let’s face it—marketing attribution can become an obsession for many teams. However, as Ali mentioned, focusing too heavily on which channel “gets credit” can lead to wasted time and resources. The true north? ROI.
By shifting the focus from attribution to real financial outcomes, Ali’s team at Outreach determined where their efforts were truly paying off. This meant reallocating budgets and resources to maximize returns rather than sticking with outdated or underperforming channels simply because they were easy to track.
Watch this webinar
Lead to Opportunity Experience, where we explore how to build frameworks that prioritize impactful business outcomes over vanity metrics.
No Such Thing as Perfect Data—And That’s Okay
We all aim for that perfectly clean dataset, but Ali’s advice was refreshing: perfection is a myth. She stressed the importance of recognizing when data is “good enough” and moving forward. Clean data isn’t about being flawless; it’s about ensuring you know what matters and focusing your efforts there.
For instance, a B2B SaaS company was struggling with inconsistent customer records. Instead of getting caught up in cleaning every CRM entry, they followed Ali’s advice and prioritized high-value campaigns for clean attribution, resulting in faster decision-making and increased conversion rates.
Pro Tip: Focus your data clean-up on areas that will drive the most revenue impact rather than spreading your efforts too thin.
Integrating People-First with Data-Driven Strategies
Ali’s focus on people-first marketing aligns closely with TACK’s methodology. Whether working closely with your team to build better data systems or ensuring your customer interactions are human-centered, it’s all about balancing data with empathy.
At TACK, we take the same approach with our clients. In our People-First GTM Workbook, we emphasize creating marketing frameworks that resonate with customers on a personal level while still being driven by actionable insights. The goal is to create
memorable customer experiences
that lead to long-term loyalty.
Human-Centered Data Is the Future of Marketing
If there’s one takeaway from Ali Jawin’s conversation, it’s this: data is most valuable when it empowers people—whether that’s your team making faster decisions or your customers feeling understood. By focusing on ROI, fostering collaboration, and embracing imperfect data, you’re setting your team up for lasting success.
Ready to dive deeper into people-first strategies? Check out TACK’s latest resources and take your marketing strategy to the next level:
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Join TACK Insider - We offer both free & premium memberships to make you a better marketer
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Join our October webinar series to get you prepared for 2025
Until next week!
PS: I am trying to play around with the length of these. What did you think about this one? I tried to make it a bit shorter and easier to read.
