“How am I supposed to trust their numbers when they don’t even know what a campaign is?”
I remember the frustration boiling over during one of our meetings. There we were—marketers on one side, data analysts on the other. We needed insights to drive campaigns, acquire new customers, and build loyalty. But the data didn’t feel right. And the data team? They didn’t seem to care.
Turns out, they were just as frustrated as we were. Forced to work with platforms they didn’t understand, crunching numbers for strategies they had no hand in creating. It was a recipe for miscommunication, mistrust, and missed opportunities.
Sound familiar? Let’s talk about why this keeps happening—and how we can fix it.
Why Marketing and Data Teams Don’t See Eye to Eye
1. The Trust Deficit
Let’s be honest: marketers don’t always trust the data. Maybe it’s incomplete, outdated, or doesn’t align with what we’re seeing on the ground. We know our audiences, we understand the platforms, and when the numbers don’t add up, it’s easy to point fingers.
But here’s the flip side: the data team feels undervalued. They’re delivering insights based on what’s available, often without the context we marketers take for granted.
2. Data Without Context Is Just Noise
A hard truth? Many data teams don’t know marketing. They haven’t worked on ad platforms, juggled campaign deadlines, or dealt with audience segmentation. They’re looking at spreadsheets, not customer personas. And while they’re great at identifying trends, they don’t always understand the why behind them.
3. No Time to Learn, No Time to Teach
Data teams are stretched thin, handling requests from every corner of the business. Marketing platforms? They’re just one of many things on their plate. On the other hand, we marketers don’t have the time (or patience) to sit down and explain every little thing about our world.
And so, the gap widens.
The Cost of Staying Stuck
When we fail to collaborate effectively, everyone loses. Campaigns underperform because we don’t have actionable insights. Customers slip through the cracks because we’re targeting the wrong audience—or worse, relying on gut instinct over data.
And let’s not forget morale. When teams don’t trust each other, resentment builds. Suddenly, it’s not just about the work. It’s personal.
How We Can Break the Cycle
1. Start With Empathy
Marketers, we need to stop seeing the data team as a roadblock. They’re not trying to sabotage our campaigns; they’re just navigating a world they didn’t sign up for.
Data analysts, take a moment to understand what we’re trying to achieve. Behind every request is a goal: to connect with real people, solve real problems, and drive real results.
2. Create a Shared Playbook
We need to meet in the middle. That means establishing clear processes and expectations. For example:
- Marketers can provide a brief overview of how each platform works and why specific metrics matter.
- Data teams can flag limitations upfront, so we know what’s realistic.
3. Embed Collaboration
Why not embed a data analyst directly into the marketing team for a few weeks? Let them experience the chaos of campaign planning, the thrill of launch day, and the pressure of meeting KPIs. Conversely, marketers should spend time shadowing data analysts to see how insights are generated.
4. Embrace Iteration
Collaboration isn’t a one-and-done deal. It’s a process. Start small, learn from mistakes, and refine your approach. Over time, trust will grow—and so will results.
The Bigger Picture
At the end of the day, this isn’t just about marketing and data. It’s about breaking down silos, fostering collaboration, and creating a culture where everyone feels heard and valued.
Yes, it’s hard. Yes, it’s uncomfortable. But it’s also worth it. Because when we get it right, the impact is undeniable.
So, what’s next? Are we going to keep pointing fingers? Or are we going to roll up our sleeves and fix this?
The choice is ours.
by Martin Pino 
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