When Atomic Revenue met the AIE management team in 2019, the company was facing a myriad of challenges, including, but not limited to, the fact that most revenue was tied to one client who was contemplating a reduced contract. AIE, also known as Alternatives in Engineering, also had a confusing brand identity, a website security issue, a longer sales cycle than most, trade show spend that was not paying off, and a multi-generational family leadership team taking over the company. Then the pandemic hit, and their largest client did, in fact, minimize their service contract.
In the modern business world, there are certain terms and phrases related to data that are important yet poorly understood because they’re often misused or made to seem overly complex. I’ve clarified the meaning of some of this terminology before, and today I want to talk about one specific adjective that you’ve probably seen countless times on LinkedIn, company websites (including this one), and business publications from Forbes to Fast Company: data-driven.