16 Kellogg Insight confident enough to lead with analytics. This, he says, will have to change. “Can you imagine a CFO going to the CEO and saying, ‘I don’t really know how to read a balance sheet, but I have someone on my team who is really good at it.’ We would laugh that person out of the room,” Zettelmeyer says. “And yet I know a whole bunch of people in other disciplines, for example, marketing, who, without blinking an eye, would go to the CEO and say, ‘This analytics stuff is complicated. I don’t have a full grasp on it. But I have assembled a crackerjack analytics team that is going to push us to the next level.’ I think this is an answer that is no longer acceptable.” Based on insights from Florian Zettelmeyer Featured Faculty Florian Zettelmeyer , Nancy L. Ertle Pofessor of Marketing at Kellogg Learn more from Florian Zettelmeyer in our Executive Education programs . There has to be a culture where you can’t get away with ‘thinking’ as opposed to ‘knowing.’ FLORIAN ZETTELMEYER