Uniting Marketing and CX through Data to Drive Growth
BeyondMeasure by Burke, Inc.11 Sep 2025

Uniting Marketing and CX through Data to Drive Growth

In this episode of Beyond Measure, Eric Scheer and Mike Deinlein explore one of the toughest challenges facing modern businesses: aligning marketing and customer experience (CX). While marketing sets the promise, CX delivers on it, but too often these teams operate in silos, leading to brand misalignment, customer disappointment, and lost growth opportunities.

Reprising their Quirk's NYC presentation and building off of their Quirk's magazine article, Eric and Mike discuss why these disconnects happen, how data silos create a “multiverse” of competing realities, and why organizations need better tools to bring marketing and CX closer together. They highlight how democratizing data and creating a unified source of truth can help teams collaborate more effectively and avoid costly missteps.

The conversation also dives into real-world case studies, including Southwest Airlines and Marriott Hotels, to illustrate how companies can use data-driven frameworks to assess brand strength, close gaps between marketing promises and CX delivery, and allocate resources more strategically.

If you want to break down silos, improve customer retention, and ensure your brand delivers what it promises, this episode offers actionable ideas you can take back to your organization.

For more information on how Burke can help move your business forward, visit our website.

Thanks for listening! Please subscribe to be notified of future episodes of Burke’s BeyondMeasure podcast.

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