Going beyond A/B testing in the context of websites (for customer conversion purposes), I think that having a bit of statistical rigour is something many marketing teams lack as part of their practices. My own marketing team brought me a chart showing that our sessions were down and I asked them, "is it statistically significant?" They had no answer for that. So I asked them to compile several years of data so that we could do a bit of analysis and find out some basic metrics like the mid-quartile range of values over a long time period.
If you have very little data, which is the case in many B2B marketing scenarios where your customer base may be in a niche, it's super critical to avoid making conclusions from averages without paying attention to the distribution, which might be very wide.
If you have very little data, which is the case in many B2B marketing scenarios where your customer base may be in a niche, it's super critical to avoid making conclusions from averages without paying attention to the distribution, which might be very wide.