When I say "marketing" you probably think: audience-driven content, crisp copy, meaningful colors, intentional imagery. You know, all the creative, smart work that intends to convert leads into customers.

But the behind-the-scenes grunt work to build a process that turns said brilliant idea into an actual campaign? That often goes unnoticed. Process is one unsexy element-but there is something else that gets even less attention and is often outright uncomfortable: accountability. We keep teams accountable through the use of data.