Data StrategyDigital Performance
Your Model Is the Problem, Not Your Team
Finance and marketing don't disagree on purpose — they work from different realities. Here's how to fix your data model, reconcile weekly, and align decisions.
Introduction If finance and marketing don’t agree on revenue, the problem isn’t people - it’s your data model. Most companies waste months debating numbers that were never meant to agree. Finance pulls from ERP, marketing from analytics, and product from event data - each using different logic, definitions, and timeframes. The result? Misreporting, wasted spend, and slow decisions. Let’s fix that. 1. Where Data Drift Originates Data drift doesn’t start with errors — it starts with assu...