Good morning, Marketers, the right tone is priceless in this uncertain world.

On LinkedIn, marketing operations leader Sarah McNamara said, “I am sending all of the good vibes that I have to the people of Ukraine, and I salute those in Russia who are bravely speaking out against this unnecessary bloodshed.” That’s a sentiment with which it’s easy to concur.

But she also said, “Now is a good time to pause your marketing messages for a moment.” That’s tough to hear, isn’t it, but she may well be right. Someone else on LinkedIn I happen to know devoted an update to a new report she has just released. She’s proud of it and I’m sure it’s great, but it’s on a light-hearted topic that just doesn’t seem compelling today.

Marketing can’t just stop, of course, but it’s worth taking a step back and making sure that campaigns and messaging have the right tone for these troubled times.

Kim Davis
Editorial Director

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What we’re reading. The attribution debate rages on. We liked this contribution from Charlie Saunders, COO at marketing operations consultancy CS2. He has five actionable suggestions, including, “Operationalize the collection and distribution of the data/insights. So many companies collect a ton of data but fail at getting the insight distributed to the right people.”

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