Heidi Lanford is a Chief Data Officer with extensive experience in leveraging data and analytics to solve complex business problems. In this interview, she discusses the importance of data in the growth and success of B2B companies. She emphasizes that data is everywhere and that leveraging it effectively is crucial for making informed decisions, building new products, and engaging with customers. Lanford highlights the role of data in digital transformation and explains how it is the driving force behind business processes and decision-making. She also explores the benefits of data internally, with partners, and in marketing and sales."Because the CMO is responsible for helping pipeline development, they will win the hearts and minds of CEOs and CFOs if they partner with them to make the sales forecast more robust and accurate using all the available interactions and touch points. At least bring together something more holistically data-driven than the traditional sales forecast to help prepare for managing expectations, earnings, and setting targets. I'm saying that two forecasts or three forecasts representing slightly alternate views are better than one that's not trusted and based on all of your data inputs." - Heidi LanfordThe world of marketing and sales is evolving, and CMOs need to embrace data-driven strategies to stay ahead. Data is a goldmine. It can help customize content, create personalized experiences, and drive product development. Through data-driven insights, CMOs can further establish themselves as thought leaders within their own companies.Follow Heidi Lanford on LinkedInFollow host Steve MacDonald on LinkedIn

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