Pranav Piyush, co-founder of Paramark, breaks down how marketing leaders can take the guesswork out of their decisions with structured experimentation. From proving marketing's impact to optimizing budget allocation, he shares a data-driven approach to running and measuring marketing tests.

He also dives into why most marketing teams fail at experimentation, how to avoid premature conclusions, and the common pitfalls that lead to bad board meeting answers.

And make sure you listen through to the end–he's got thoughts on B2B's obsession with short-form video, customer evidence, and why most marketing dashboards are lying to you.