Increasingly sophisticated CRM systems and data tools mean firms are now able to take a truly data-led approach to their marketing and business development activities. But with more data available than ever before, creating and implementing an effective strategy can be daunting.   Someone well-versed in utilising data to influence the direction of the firm is Mike Mellor, Chief Marketing & Business Development Officer at Pryor Cashman. Cam Dobinson is lucky enough to talk to Mike about why he is so passionate about data and how it has influenced his work at Pryor Cashman.    Cam and Mike explore:  Mike’s passion for data and his journey to CMBDO at Pryor Cashman How to take a truly data-led approach to develop a strategy and recommendations for other marketing and BD professionals How the data-led approach at Pryor Cashman influenced the go-to-market strategy  The challenges with managing both internal and external stakeholders and how those were overcome Key successes that have come off the back of this data-led approach Advice for any Marketing and BD professionals looking to make the switch to data-driven