What if your marketing org operated like a science lab—with clear hypotheses, clean data, and experiments that actually change how you invest your budget?

In this episode of Growth Activated, I’m joined by Sarah Renner, VP of Marketing Strategy & Analytics at MarketBridge and one of the sharpest go-to-market “truth seekers” in B2B. Sarah has spent 20+ years at the intersection of strategy, analytics, and experimentation, helping companies move from opinion-driven decisions to evidence-based growth models that scale.

Sarah breaks down what she calls Go-To-Market Science—a data-backed, hypothesis-driven, reproducible approach to marketing—and shows how any B2B team can start building an experimentation factory (even if your data is messy or your volumes are small).

In this episode, you’ll learn:

• The 3 pillars of Go-To-Market Science—data-backed, hypothesis-driven, and reproducible—and why most B2B reporting never gets past the first one.
• How to turn your team into an experimentation engine: picking the right tests, avoiding inconclusive results, and focusing on experiments that can actually move the business.
• What to do if you “don’t have good data” yet—and how to start stitching together channel, CRM, and web data while you use qualitative buyer research in parallel.
• How to partner with analytics, RevOps, finance, or external data science teams to design tests, size budgets, and avoid the “we tested it but learned nothing” trap.
• Why the winners in 2026 B2B marketing will have sharper audience definitions, human-first messaging, and data-driven media buys that outperform platform algorithms.
• Practical ideas for experimenting with channels (like paid media, events, and podcasts) without blowing your budget—or starving sales.

If you’ve ever felt like your tests are random, your reports are too surface-level, or your budget decisions still rely on gut feel, this conversation will completely reframe how you think about measurement, experimentation, and GTM planning as a marketing leader.

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