DELIVERING MEANING
For Tom Gould, the insights team is constantly being asked to drive more action and to deliver more meaning—and from there it can win a place at the executive table. We are constantly being asked to drive more action. Insights is being asked from delivering insights into delivering meaning. And I think there’s a subtle but really good difference between what is being asked. I think that’s a key takeaway. Insights is just being asked to do a lot more, driving more influence, driving more action, more meaning and having a seat at the table. How do you get that visibility? I think that’s the one area where we’re still struggling. We’re being asked to do all this, but we’re being given the same visibility and not seated at that table. To be able to really do that, our work needs to live up there, but we’re not necessarily always being invited. From my perspective, how do we get faster to impact decisions ? Instead of doing a six-month long project, can you do something that gets us 90% of the
way there, far enough along that we can make a decision in half the time. There’s always a push to do things faster. Now some of that is probably out of everybody’s control because we have internal groups like procurement and legal, which are also part of the speed to insights. But our organization is trying to find ways to move as fast as possible. We can sacrifice a lot to just move faster and give us that directional guidance.
Insights is just being asked to do a lot more, driving more
influence, driving more action, more meaning and having a seat at the table.
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INSIGHTS SPEND & TRENDS REPORT 2023
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