The Power of Data in Modern Marketing: Insights from Kirti Dewan

Marketing leaders are expected to do more than just generate leads. They’re expected to turn information into insights, align with sales, and drive business strategy. But how do you actually do that?

We sat down with Kirti Dewan, CMO at Fiddler, on the podcast What’s Data and AI Got to Do with It, to unpack what it really takes to build a high-impact, data-driven marketing team. With a background in engineering and a career that spans startups and large enterprises, Kirti offers a refreshingly practical take on using data and AI to drive growth.

Laying the Groundwork

When Kirti joined Fiddler over three years ago, there wasn’t much of a data infrastructure in place. “It was like walking to the brickyard every day,” she said. “Some days you carry 20 bricks, then 15, then 10… until one day you realize you don’t have to go back anymore.”

What that looked like in practice:

• Setting up essential systems like Salesforce and Marketo
  
  
• Instilling data discipline across the team—consistent input and hygiene
  
  
• Building workflows that support pipeline visibility and accountability
  
  
• Starting simple—just tracking volume—and evolving into more advanced KPIs
  
  

The key takeaway? Don’t try to do everything at once. Get the basics right first.

From Messy Drawers to Meaningful Feedback

While dashboards and tools can tell you a lot, the gold often lies in qualitative insights—what customers say during events, sales calls, or meetings. But those gems often get lost.

“You throw everything in the messy drawer and get back to your day job. So how do you find the gems in that messy drawer that are worth exploring?”

Kirti’s team tackles this by:

• Using Gong to analyze sales conversations
  
  
• Logging structured feedback in Salesforce
  
  
• Prioritizing leads from events with a simple low/medium/high system
  
  
• Involving product and engineering in feedback loops
  
  

The result? A marketing team that doesn't just run campaigns but learns—and improves—from every customer touchpoint.

Metrics That Actually Matter: The VVC Framework

When it comes to measuring success, Kirti breaks it down into a clear framework based on a company’s stage of growth.

For early-stage startups:
👉 Just track volume—get a pulse on activity and output.

For growth-stage companies:
👉 Adopt the VVC model:

• Volume: How many leads/opportunities are you generating?
  
  
• Velocity: How fast are they moving through your funnel?
  
  
• Conversion: Where are you winning (or losing) deals?
  
  

For mature teams:
👉 Look at pipeline economics:

“For every dollar of marketing spend, how much pipeline can you generate?”

She also recommends tracking:

• Pipeline won/lost in-quarter
  
  
• Movement to future quarters
  
  
• Conversion effectiveness by channel or campaign
  
  

Sales and Marketing: Two Sides of the Same Coin

Kirti doesn’t mince words here:

“Sales and marketing are the same team. Sales starts with marketing. So, I mean, 100%.”

Still, she admits alignment can be tricky—especially when teams get too focused on attribution. Instead of asking who gets credit, she suggests focusing on shared goals and outcomes. The best alignment comes from the top, when CEOs and founders reinforce collaboration across functions.

Bringing AI into the Mix—The Right Way

Like many leaders, Kirti was excited about the potential of AI—but her team was hesitant. That changed after an AI workshop.

“That was a turning point. It was fun. It was hands-on. And it helped my team realize—this isn’t scary; it’s powerful.”

Now, AI is fully embedded in how her team works. They:

• Use AI tools to automate repetitive tasks
  
  
• Experiment with different platforms to see what sticks
  
  
• Evaluate new hires based on AI fluency—including prompt-writing skills
  
  

But she’s clear on one thing: it’s not about being AI-first for the sake of it.

“It’s about using the right tool for the job. If it’s a traditional SaaS platform, great. If it’s an AI-powered one, even better. But the focus should always be on what works.”

Final Thoughts: Marketing as a Strategic Powerhouse

Kirti believes marketing has a huge opportunity ahead—not just to support growth but to shape strategy across the business.

“Marketing can draw insights from so many data sources. We can inform the roadmap, support sales enablement, and help engineering understand market needs.”

By combining structured data, qualitative insights, and AI-enhanced productivity, modern marketing teams can become insight engines—fueling smarter decisions across the board.

TL;DR—Key Takeaways from Kirti Dewan

• Build a data foundation with strong tools and disciplined processes
• Capture qualitative insights before they disappear into the “messy drawer”
• Use the VVC framework to focus on metrics that match your growth stage
• Align sales and marketing through shared goals—not just attribution
• Embrace AI as a productivity boost, not a replacement
• Keep experimenting—don’t get stuck over-evaluating tools

🎧 Want to dive deeper into Kirti’s playbook?
Watch the full episode of What’s Data and AI Got to Do with It on YouTube for more real-world tactics and inspiration.