There's a great scene in Bill Murray's Lost in Translation. Scarlett Johanssen asks him, "Why don't you just get out of here?" "Well first, I have to finish my drink, then I have to pay my bill, then I have to get off this barstool...." How do you bring the data together to meet aggressive revenue targets? There's a lot of focus on sales, there's a lot of focus on how do we make the number. Everyone's in the data-driven business. But the big problem is we are all looking at different data, and there's no translation mechanism, there's no filter, and fundamentally, the biggest issue is we really don't understand what the customer wants.  Detangle this issue with Patrick Morrissey and Paul Roberts. Be ready to take notes. ___________________________________________     Revenue Optimization Radio is hosted by Patrick Morrissey of Upland Altify which is a program on the Funnel Radio Channel.  Altify is the sponsor of Revenue Optimization Radio.