Why marketing benefits when it provides forecasted guidance | MarTech
Briefly

In my quest to be seen as significant, I became what HR teams call 'T-shaped.' I gained more understanding about other functions and how the business worked.
It quickly became clear that although everyone used the word 'predictive,' they meant very different things. For data scientists, predictive refers to machine learning-generated forecasts based on patterns.
By pointing out this disconnect in terminology, both groups experienced a huge 'lightbulb moment' and adjusted their conversations.
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