Welcome to the seventh episode of The Storied Future Podcast, where Chris talks to Mark Stouse, founder and CEO of Proof Analytics.

If you’ve been listening to the show regularly, you know we explore how leaders use narrative to transform the future of a business. Mark has done that many times over, but his story of personal transformation is not to be missed. He also highlights how analytics can be a powerful tool—an empathy engine—that can help marketing leaders become greater multipliers of the efforts of those around them.

Chris and Mark discuss:

• How the thing Mark detested at an early age—math—eventually changed his life
• Why being a “data-driven” organization isn’t enough
• How Mark proved the value of investing in brand building at Honeywell Aerospace, a traditional organization that had historically spent nearly 100% on demand generation
• The roles of marketing and sales, how marketing mix modeling (MMM) helps align them, and why great marketing is a sales multiplier
• Why understanding time lag is a key to relating marketing performance and sales performance
• The narratives that guide the relationship between CMOs and CFOs, and how analytics can help shift those narratives

And much more!