The developments in marketing data have been pretty awesome over the last 10 years. We can actually make decisions based on cold hard data and not just a hunch. It's truly great and can be really effective when done well. However, as b2b marketers, we are getting a little carried away with metrics. Not everything has to be justified with a metric and not all useful information is quantitative and can live on a dashboard. You can learn so much by just speaking to people and operationalizing a process to gather qualitative data from the people who matter, your customers and prospects. Just ask them.