Your Data-Driven Marketing Is Harmful. I Should Know: I Ran Marketing at Google and Instagram
Numbers can provide great insight, sure. But human connection is still key.
I didn’t know it at the time, but I was about to join my very last “performance calibration session.” This was late in 2018, when I was a managing director at Instagram, and these sessions had been a common part of my life -- just like they are at many big companies. They’re a time for senior managers to discuss the performance of their individual team members, applying common organizational standards across job levels. HR specialists moderate performance discussions on a biannual, sometimes quarterly, basis. Conceptually, there’s nothing all that weird about calibration. But that’s conceptually.

I have held senior-level marketing roles at YouTube, Spotify, Google, and Instagram, so I’ve sat in on a lot of these. And the reality is this: A group of highly opinionated, often outspoken managers get together in a room shielded from prying eyes. Most managers gather in a physical conference room; others dial in by phone or video, making it nearly impossible for everyone to weigh in equally. The HR representative says a few obligatory words toeing the company line, and then the verbal battle swords come out. For the next several hours, we go around the room, screens, and phone lines making the best case for why one manager’s team member deserves an “exceeds expectations” rating (“She’s a rock star!”), while another’s should be a “meets expectations” (“He’s solid but hasn’t gone to the next level”) or, worse, a dreaded “meets most expectations” (“Her peers sometimes find her difficult to work with”). During one particularly memorable calibration session at Google, a young man’s rating was under scrutiny because his manager argued that this employee needed to “grow a pair of balls.”
Continue reading this article - and everything on Entrepreneur!
Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5.
Get 3 months free with code zendesk
Presented by Zendesk

Entrepreneur Editors' Picks
-
These Co-Founders Are Using 'Quiet Confidence' to Flip the Script on Cutthroat Startup Culture and Make Their Mark on a $46 Billion Industry
-
My 7-Year-Old Daughter Started Selling Eggs. Here's What She Taught Me About Running a Startup.
-
Why You Need to Become an Inclusive Leader (and How to Do It)
-
Career Transitions You Can Make in Your 40s and 50s
-
Billionaire Naveen Jain Is an Expert at Disrupting Fields He Has No Experience In. His Secret Sauce for Building Multi-Million Dollar Companies? 'You Have to Come as Naive.'
-
4 Principles to Develop Next-Level Leadership at Your Company
-
This Filipino American Founder Is Disrupting the Beverage Aisle by Introducing New Flavors to the Crowded Bubbly Water Market