Marketing sits in the middle.

This one started as a diagram drawn in a meeting, trying to explain how Spike actually worked — somewhere between understanding what the numbers were saying, and doing something about it.

One circle is data and reporting: what the numbers are telling you.

The other is marketing and execution: what you actually send, build and change.

Most businesses are strong in one circle and weak in the other. The useful work — the work that moves revenue — happens in the overlap.