The document discusses the use of data-led marketing strategies in startups, emphasizing the importance of making decisions with imperfect data and defining specific, quantifiable problems. It outlines a 10-day sprint process for teams, including roles and activities to efficiently achieve marketing goals. Additionally, it highlights the advantages of leveraging machine learning for improved lead scoring and forecasting.

2. DATA-LED
MARKETING
IN A START UP

3. Decisions
with
imperfect
data
JA
N
FEB
MAR APR
MAY
JUN
JU
L
AUG
SE
P
OUT
NOV
DEC

4. JUN
SEP
LIKELY (SCORE= 8 OR MORE)
Decisions
with
imperfect
data

5. JUN
SEP
Decisions
with
imperfect
data

6. Does the data
support more
than one
answer?
DISCOVERING TRENDS
HYPOTHESIS TESTING
DETAIL DIVING

7. Want to know
specific answers?
Ask specific
questions.
Don’t over-interpret.

9. Machine
learning:
Easy to get
started

10. Better lead scoring
Better forecasting
Better marketing

11. Easier than
you think to
get started
Spot unobvious
relationships:
“Proxy” data

12. PROXY DATA
AND THE MOVE
TO AGILE

13. GRAPHIC DESIGNCO-FOUNDERDATA MANAGER
Our
cross-functional
team
VIDEO COPYWRITING EVERYTHING
ELSE

14. 10
day
sprints
DEFINE
PROBLEM
Very specific,
quantified problem
description
Day 1 MONDAY
Who’s doing what?
What proxy KPIs?
Devil’s advocate?
Progress report Showcase
Process review
Day 2 TUESDAY
IDEAS STAND UP
Day 4 THURSDAY Day 2 TUESDAY
STAND UP
SPRINT
END
Day 10 FRIDAY
Progress report

15. marcin@syndicateroom.com
THANK YOU