Decision in the Dark: The biggest challenge for CEOs

I don't know about you, but throughout my career, I've participated in numerous unproductive meetings with no clear objectives or accurate information for decision-making. Many of these meetings revolved around follow-ups on projects that never materialized, delays in strategic decisions, and a lack of focus. This type of situation always led me to one conclusion: the lack of data for decision-making.

This absence of structured and relevant information, which should generate reliable data and help focus on what matters most, is not an isolated problem. It is a market reality that persists despite all the technology available. Even today, many companies face significant difficulties in compiling information in a structured way, based on clear KPIs, that can strategically guide their operations and decisions.

This reality is confirmed by concerning data. According to a global study by the IBM Institute for Business Value, 41% of Brazilian leaders report difficulties in identifying insights from the data they work with, while the global average is 40%. Moreover, 44% of Brazilian CEOs point to unclear calculations as one of the major obstacles in data management. This reveals a significant gap between information gathering and practical application for decision-making .

Without data, you're just another person with an opinion. W.Edwards Deming

Even with the advent of Artificial Intelligence and the implementation of increasingly sophisticated systems, data quality and organization remain significant challenges. Many organizations still struggle to consolidate quality data in sufficient quantities to perform accurate analyses, limiting the performance of their systems and hindering the strategic use of these tools.

However, some simple practices can be adopted to improve this situation. Here are five practical tips to transform this scenario:

1. Define Clear KPIs Aligned with Business Objectives Before collecting any data, it is essential to establish well-defined key performance indicators (KPIs) that are directly connected to the company’s goals. This avoids collecting irrelevant data and keeps the focus on what truly matters for business growth.
2. Centralize Data in a Single Platform Many companies suffer from scattered data across different systems and spreadsheets, making integrated analysis difficult. Implementing a centralized platform, such as a CRM or a BI (Business Intelligence) system, provides a consolidated and reliable view of the information.
3. Automate Data Collection and Analysis Automation reduces human errors and enables more agile and accurate analysis. Marketing automation tools and automated reports ensure that information is always up-to-date to support real-time decisions.
4. Implement a Data-Driven Culture in the Company Encourage the team to make data-driven decisions by promoting training and workshops on metric interpretation and best analysis practices. A data-driven culture ensures that everyone is aligned and aware of the importance of accurate information.
5. Regularly Review Data and Strategies Data is dynamic and needs to be reviewed constantly. Establish a routine to reassess metrics, identifying what is working and what needs adjustment to keep the company on the right track.

How Hazlo Can Help

Understanding this pain point faced by companies, Hazlo, as its slogan makes clear – Marketing de Valor se Compromete com Resultado – is committed to delivering accurate and strategic information to help clients make the best decisions in their marketing actions.

More than just providing numbers, we focus on delivering intelligence, transforming data into actionable insights that guide our clients toward the best possible results. With Hazlo's expertise, it is possible to turn challenges into opportunities by structuring strategies based on concrete information and directed toward sustainable growth.

If your company seeks a data-driven approach to strengthen its marketing efforts, Hazlo is ready to help, providing personalized solutions focused on delivering real business impact.

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