In this week's MAD//Insights' partner podcast, Shiny New Object, Virgin Media O2's Head of Marketing Performance & Econometrics, Chris Love, discusses why relationships matter in data driven marketing and how to approach marketing with a sales lens.

Regardless of our job titles, ultimately what we do is sales, says Chris Love, Head of Marketing Performance & Econometrics at Virgin Media O2. If we don’t sell things in the right way (which can simply mean speaking to people in a certain manner), “we’re failing at the first hurdle.” That’s why his shiny new object is relationships in a world of data.

Marketers today have an abundance of data, but knowing how to use that to support other teams, and seek other teams’ input into their work, is what makes the magic. For Chris, “people buy from people” and the first step is forging good relationships internally and being able to communicate well within your organisation, before you even consider reaching out to customers.

Yes, do good work first. But secondly, see how your work can help the rest of your organisation, and how they can help you in return.

Additionally, communication and the way we present things is so crucial. One of Chris’ top marketing tips is that “people don’t like to hear: “Here’s the answer.” People like to hear; “Here’s what we think the answer is, and here’s a way we could go and prove it, or try and test it.” This approach is safer and more collaborative, building a two-way relationship and making stakeholders feel engaged. Something to think about in board meetings, as well as when talking to clients.

The host of the Shiny New Object podcast is Tom Ollerton, founder of Automated Creative.