What if the fastest way to improve your marketing performance isn’t better messaging but better data?

In this episode of Connect To Market, host Casey Cheshire welcomes Alex Schutte, Senior Vice President of Marketing at Hubstaff, to explore how marketers can connect to their market by prioritizing data clarity before refining messaging. Alex explains why many B2B teams struggle with alignment and trust due to inconsistent definitions and fragmented reporting, and how fixing these foundational issues can unlock stronger decision making and revenue impact. He shares why marketers who lead with data, not just campaigns, are better positioned to earn executive trust and drive meaningful growth.

He breaks down how leaders can move from disconnected metrics to a unified, revenue driven strategy by standardizing key definitions across the funnel, building a centralized executive dashboard, and adopting a bow tie growth model that captures the full customer lifecycle. From analyzing top customers and segmenting effectively to operationalizing LTV and aligning spend accordingly, Alex outlines practical ways to turn data into a strategic advantage. He also touches on forecasting, attribution realities, and how to lead teams with clear expectations and unbiased insights.

In this episode, we cover:

• Why data clarity is the foundation for effective go to market strategy
• How to standardize definitions and build a single source of truth
• Using a bow tie model to understand growth across the full customer lifecycle
• Aligning marketing efforts to revenue and using LTV to guide smarter decisions

If you’re a marketing leader looking to improve performance, strengthen alignment, and build credibility with executives, Alex’s approach offers a clear roadmap for turning better data into better business outcomes.

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Connect with Alex:

• LinkedIn: https://www.linkedin.com/in/alexschutte/  
• Hubstaff: https://hubstaff.com/   

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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/