Yesterday, I was sitting at a coffee shop waiting for my friend to arrive while I overheard a conversation between two people. They were talking about data and AI. I couldn’t help but laugh that I was able to follow their conversation, where others might find them to be speaking complete gibberish.

What I also thought quickly is how many executives are being forced to speak data, have a deep understanding of data, and the impacts data (or lack of data) will have on AI. 

Yes, the dreaded word AI. Since 2022, everyone has been excited about the impacts that Generative AI will have on the workplace. We are already seeing effects on the number of entry-level jobs being lost to AI. 

Also, the different levels of adoption across individuals and companies are pretty broad. Recently, at a dinner, I heard that an organization includes in their hiring process screening questions about how the individual is using AI to improve their efficiency as an employee. At the same time, other organizations are not allowing any generative AI tools to be used. 

For organizations focused on adoption, another key issue is emerging data and data quality. Data quality is no longer left to system admins, who have nightmares of ensuring an individual or account is accurately identified as one or multiple. Multiple data systems are not connecting or speaking to each other, resulting in varying levels of data completeness. 

Ok, I went off on a jargon kick and might have lost you in that last paragraph. This is where the greater concern is. To understand and drive the adoption of technologies that should create efficiency requires an executive to talk the talk. 

The question is, how do we all speak the same language about this very technical stuff? Some of us have never dealt with technology, let alone data. Words might be our area of expertise. Let’s focus there and add a sprinkle of curiosity. 

First, as a leader, you have a direction in mind. Share what you and the company are trying to accomplish. Be as clear and direct as you can (possibly throw your thoughts in ChatGPT to see if the AI understands your direction). 

Second, ask your reports to share back what they heard you request. 

Third, confirm with your reports if there are any potential risks or challenges to achieving the goal. Here is where the Marketing Operations or Technologist will go to jargon town. It is best to respond with what you thought you heard them say. Continue this conversation circle until you both understand each other. 

Your marketing operation and technologist are working hard to communicate more effectively in plain language. There are many excellent speakers, like Jessica Kao, who are trying to help junior marketing operations folks learn to speak with executives. Try to meet them halfway. 

I don’t know if you will, after all of this, be able to follow what those two individuals at the café were discussing, but you will have better alignment with some of your most pivotal team members. Learning to align and collaborate with your marketing operations/technology team will open revenue opportunities and provide valuable insights.