Episode 7


Mark Stouse

Founder and CEO of Proof Analytics,

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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.

In this episode, Chris and Mark discuss:

  • How the thing Mark detested at an early age—math—eventually changed his life
  • 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 helps align them, and why great marketing is a sales multiplier
  • Why understanding time lag is a key to proving the impact of your marketing investments
  • The narratives that guide the relationship between CMOs and CFOs, and how analytics can help shift those narratives

And much more!


Mark’s LinkedIn

Mark is the CEO at Proof Analytics, a marketing analytics platform that provides cause-and-effect analytics that show marketing and sales’ true impact and financial worth.

They offer the only marketing resource management (MRM) solution native on Salesforce and the only automated go-to-market (GTM) analytics solution, which is a super-modern version of the long-proven marketing mix modeling system developed by P&G.

Prior to founding Proof, Mark was CMO at Honeywell Aerospace, where he deployed extensive sales and marketing analytics to calibrate and establish marketing’s contribution to sales productivity. This led to a year-over-year cash-to-cash return on marketing investment that exceeded 900 percent globally. Mark and his team also drove improvements in organic deal expansion of more than 40 percent and improved pervasive deal velocity by 4 to 5 percent.