Authority Magazine – Jud Mackrill Of Milemarker On How To Leverage Data To Take Your Company To The Next Level

Align Data with Buyer Expectations — If you’re planning for growth, consider the data that would matter most to potential investors or buyers. These might include metrics that reflect your company’s success, scalability, and areas of improvement. One company I worked with started tracking these metrics proactively, not just for external stakeholders but to understand their own performance better. This preparation positioned them as a highly organized, data-savvy business when acquisition conversations began.

The proper use of Data — data about team performance, data about customers, or data about the competition, can be a sort of force multiplier. It has the potential to dramatically help a business to scale. But sadly, many businesses have data but don’t know how how to properly leverage it. What exactly is useful data? How can you properly utilize data? How can data help a business grow? To address this, we are talking to business leaders who can share stories from their experience about “How To Effectively Leverage Data To Take Your Company To The Next Level”. As part of this series, we had the pleasure of interviewing Jud Mackrill.

Jud Mackrill knows how to scale. He’s not just a co-founder of Milemarker or a general partner at Mammoth — he’s a driving force behind some of the biggest names in WealthTech. As an investor in WealthTech brands and a board member and advisor to many of the next generation’s leading companies, Jud’s focus is on shaping the future of the industry. As CMO at Orion, Jud helped turn a good idea into a category leader. At Carson, he transformed it into one of the most valuable RIA brands in the U.S. And along the way, he’s worked with RIAs and asset managers across North America, helping them simplify their tech, sharpen their brand, and streamline their workflows. Jud’s secret? Ownership. Control. Vision. That’s exactly what Milemarker delivers for financial advisors — giving them full command of their data and their destiny. Jud and his wife, Kim — his partner in business and life — run their ventures together while raising four school-aged kids in Charleston, South Carolina. They’re not just partners in business — they’re builders of ideas, families, and futures. Jud doesn’t just innovate; he gets results.

Thank you so much for joining us in this interview series. Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

Thank you so much for having me. My journey started in an unconventional way. I grew up surrounded by entrepreneurial thinkers, which fueled my curiosity about how businesses work and thrive. Early in my career, I had the privilege of being part of the Orion team during its formative years. That experience shaped my understanding of how technology can empower businesses to scale and serve their clients better.

At my core, I am a creative person who thrives on building on information and ideas, expressing them in ways that make the most impact. Most advisors who work directly with clients or lead a collective adhere to this same principle — they want to help their clients create something that is uniquely theirs. To make that possible, you need control and ownership over the elements that drive those outcomes.

I founded Milemarker with this in mind. There needed to be a catalyst — a provider — to help wealth management firms unlock the power of their data, take control of their destiny, and unleash their creativity in serving clients. We’ve embraced that responsibility, creating solutions that not only streamline data and workflows but also empower firms to build something truly unique for their advisors and their clients.

It’s not just about data; it’s about unlocking potential. By enabling firms to own their data and processes, we help them innovate, serve better, and fundamentally transform how they engage with clients. That’s what excites me and drives our work every day.

It has been said that sometimes our mistakes can be our greatest teachers. Can you share a story about a humorous mistake you made when you were first starting and the lesson you learned from that?

Years ago, I found myself at the helm of a project involving a private equity roll-up of five different registered investment advisors — all at the same time. Each firm came with its own flavor of outdated accounting software, and I naively overcommitted to the project. I figured, “How hard could it be to consolidate these systems?” Let me tell you — it was very hard.

I ended up practically living in my office. And by “living,” I mean staying there until 2 a.m. for weeks on end, not sleeping, and trying to untangle a mess of data inconsistencies, technical limitations, and unmet expectations. At the time, it wasn’t funny — it was exhausting. But looking back now, I can see the humor in how wildly unprepared I was for the complexity of it all.

The experience taught me several crucial lessons. First, never take anyone’s assurances about their data quality at face value. Just because someone says their data is “good” doesn’t mean it will be usable or reliable for future needs. Second, it’s vital to focus on where the organization is heading and how to strategically bridge the gap to get there.

But the biggest takeaway? Don’t let the problem attack you; you must attack the problem. I learned that to solve big challenges, you need to slow down, engage deeply with the people who own the information, and truly understand their goals. That shift in mindset was a watershed moment for me. It changed how I approached problems and positioned myself as a leader.

Oh, and one more thing: No project is worth sleeping in your office for weeks on end. It’s not just about solving the problem — it’s about driving your team toward success with clarity and focus. That lesson has stayed with me, and thankfully, I’ve avoided any repeat disasters.

Leadership often entails making difficult decisions or hard choices between two apparently good paths. Can you share a story with us about a hard decision or choice you had to make as a leader?

For me, the best example of a tough leadership decision was choosing to leave the comfort of corporate success to pursue something truly transformative. There’s a certain rhythm to success in a corporate environment — things start to run on repeat. And while that’s rewarding in its own way, I’ve always been wired to attack new problems, solve big challenges, and build something meaningful from the ground up.

I’ve been the Chief Marketing Officer at two incredible companies — Orion and Carson, the latter of which I joined through acquisition. In both roles, I stepped in at critical inflection points and worked to elevate the brand, the strategy, and the team. Interestingly, the average tenure of a CMO at the time was about two and a half years, and I proved that statistic to be true. Once you achieve a certain level of success, organizations often require a different type of leader to take them to the next phase.

I realized I thrive most as a wartime leader — jumping into the trenches to tackle challenges, build systems, and lead the charge toward success. So, when the time came to choose between staying in a well-paid, comfortable role or venturing into the unknown to build something from scratch, I chose the harder road.

It wasn’t an easy decision, and it meant stepping away from the predictability and security of the corporate world. But it was the right choice for me. The hard road may not be as smooth, but it’s far more scenic. It’s full of opportunity, creativity, and the satisfaction of turning vision into reality. Looking back, it’s a choice I would make again and again.

Are you working on any new, exciting projects now? How do you think that might help people?

Absolutely. Right now, we’re fundamentally redefining how the wealth management industry owns and controls its data, and it’s nothing short of exhilarating. It’s not just about technology — it’s about empowering an entire industry to work smarter, faster, and with greater impact.

We believe we’re paving a new way forward for an industry that plays such a critical role in people’s lives. Wealth management isn’t just about numbers; it’s about providing clarity, peace of mind, and confidence so people can make transformative financial decisions for their future. Helping firms unlock the power of their data so they can serve their clients better is deeply meaningful work, and we’re honored to be part of it.

What excites me most is the momentum we’re building — the incredible team we’re growing, the new partners who believe in our mission, and the customers who are using our solutions to do amazing things. This moment in my career feels like a highlight reel. And I’m not just saying that to sound cliché — it truly feels like we’re changing the game and making a real difference.

The best part? We’re only just getting started.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

I’d say three character traits have been key to my success: curiosity, clear communication, and creating a mission-driven environment that attracts talent.

1. Always Be Curious

Curiosity is the foundation of innovation. It’s about approaching challenges with an open mind, asking the right questions, and constantly seeking to learn. Early in my career, when I started spending real time with customers, I discovered a gap between needs and solutions. Back then, most ideas lived in Word docs or abstract conversations, and I realized there was a better way.

In the early 2000s, I began using design and prototyping to bring ideas to life. This approach helped customers visualize solutions and allowed us to uncover critical insights that we might otherwise overlook. What was once groundbreaking is now industry standard, but it taught me that curiosity drives progress and empowers us to build solutions that truly matter.

2. Over-Communicate to Drive Alignment

One of the most important lessons I’ve learned is the power of clear and consistent communication. Having worked with visionary CEOs like Eric Clarke and Ron Carson, I’ve seen firsthand how often leaders need to repeat themselves. It’s not redundancy — it’s reinforcing the vision and ensuring alignment across the entire organization.

Great communication is about eliminating guesswork. Whether it’s uniting a team around a shared goal or helping a client understand the “why” behind a strategy, over-communication ensures clarity and focus. For me, this means embracing repetition, providing context, and making sure every stakeholder is on the same page. It’s not glamorous, but it’s essential to driving excellence.

3. Build a Mission-Driven Environment

Finally, great businesses are built around meaningful problems. If you’re solving something big and challenging, you’ll naturally attract ambitious, talented people who want to change the world. But the key is to create an environment where these people can thrive — and where their ideas and challenges can push you to grow.

For example, at Milemarker, we’ve tackled one of the wealth management industry’s biggest challenges: empowering firms to own and control their data. This mission has attracted incredible people who are not only passionate but relentless in driving change. They challenge me every day, and that’s how you build a successful business.

I’ve learned these lessons through years of experience, and I’m thankful for the opportunities that shaped them. Leadership is a constant evolution, but staying curious, communicating clearly, and building something meaningful have been instrumental to my journey.

Thank you for all that. Let’s now turn to the main focus of our discussion about empowering organizations to be more “data-driven.” For the benefit of our readers, can you help explain what it looks like to use data to make decisions?

When you think about our everyday lives, data is constantly driving our actions — even if we don’t always realize it. For example, when you ask Google, “Find me places to eat nearby,” you’re using data to make an informed decision. Then you refine that search: “Find me places that serve tacos nearby with 4.7 stars or higher.” Or when you get in your car and use navigation to avoid traffic, data is literally guiding your journey.

But in many businesses, data isn’t driving decisions in the same seamless, timely way. More often than not, it’s late — it’s something you look at every 90 days or only when preparing a quarterly report. That’s where the opportunity lies.

I believe that data should inform every part of your business, every single day. Whether it’s sales performance, client retention, product adoption, or service delivery, data should provide real-time insights that empower you to act quickly and confidently. At Milemarker, we’re passionate about helping organizations own and control their data, enabling them to use it not just in hindsight but for foresight.

Imagine being able to track your entire business lifecycle — from your market presence to new contacts and clients; from client retention to evaluating the effectiveness of your services. Businesses today have an incredible opportunity to mature and evolve, and data is the catalyst for that growth.

When you have the right data at your fingertips and know how to use it, you’re no longer guessing — you’re acting with precision. It transforms how you make decisions and operate, and it’s one of the most exciting opportunities of our time. Whether it’s in my industry or yours, the ability to leverage data effectively is a game-changer for organizations everywhere.

Based on your experience. which companies can most benefit from tools that empower data collaboration?

Honestly, I don’t know of a single company that wouldn’t benefit from tools that empower data collaboration. That’s simply the way the world works now. Regardless of your industry — whether you’re in retail, trades, or wealth management — data collaboration is the key to unlocking deeper insights and making smarter decisions.

In wealth management, for example, the ability to bring together data from multiple systems — your payroll, accounting, trading platforms, and client management tools — and weave it into a cohesive narrative is massively transformational. It’s not just about looking at the data at face value but diving deeper, asking better questions, and iterating toward clarity.

The real magic happens when companies push further. By clicking into that next layer of data and extracting meaningful insights, businesses can make better decisions, deliver exceptional value to their clients, and build a stronger foundation for the future. That’s where we see true transformation occur.

Whether you’re a small business or a large organization, the ability to integrate, collaborate, and act on data isn’t just an advantage — it’s becoming a necessity.

Can you share some examples of how data analytics and data collaboration can help to improve operations, processes, and customer experiences? We’d love to hear some stories if possible.

One of my favorite examples of how data analytics and collaboration can transform businesses is on the operational side of things, particularly in addressing capacity challenges. If you’ve built a business or led a team through hyper-growth, you know it can hyper-tire your team. Without the right tools, it’s easy to miss the warning signs — key team members taking on too much until they bend, or worse, break.

With today’s analytics tools, we’re able to identify capacity constraints early. We can pinpoint which areas are overburdened and use predictive insights to determine when it’s time to hire or explore automation for repetitive, manual tasks. This kind of operational insight is a game-changer for businesses.

We see this transformation in our own customers, where data enables them to not only optimize processes but also show genuine care for their teams. By addressing workloads proactively, they’re able to retain amazing talent and create environments where people feel valued and supported.

This is the future I’m excited to watch unfold — a future where data empowers businesses to be more empathetic, people-centric, and resilient. It’s truly delightful to see how analytics is helping to build stronger, healthier organizations that prioritize their teams just as much as their bottom lines.

From your vantage point, has the shift toward becoming more data-driven been challenging for some teams or organizations? What are the challenges? How can organizations solve these challenges?

Absolutely, the shift toward becoming more data-driven can be challenging for many teams and organizations. One of the biggest hurdles is figuring out where to start and how to take action effectively. Many organizations have overburdened teams, and asking them to take on the additional task of connecting and managing data often leads to frustration and burnout.

That’s where my business, Milemarker, comes in. We act as a catalyst, partnering with companies to handle the heavy lifting of data connection and integration. We help businesses take ownership of their data and bring it to bear on their most pressing challenges — quickly and efficiently.

Once that foundational work is done, organizations can start addressing the issues that really matter. Whether it’s identifying what’s preventing them from serving their customers better, uncovering inefficiencies in their operations, or solving bottlenecks in their core processes, having clean, connected data empowers them to take action.

The key to overcoming these challenges is to start with the right foundation — partnering with experts to build a system that’s both scalable and flexible. From there, it’s about listening to your team and solving the problems they’re quick to point out, the ones that are holding them back from reaching their full potential.

By tackling these challenges head-on and with the right support, organizations can unlock the transformative power of their data and move closer to becoming who they truly want to be.

Ok. Thank you. Here is the primary question of our discussion. Based on your experience and success, what are “Five Ways a Company Can Effectively Leverage Data to Take It To The Next Level”? Please share a story or an example for each.

Becoming a data-driven company isn’t just about technology; it’s about mindset and execution. Here are five ways companies can effectively leverage data to transform their business and take it to the next level:

1. Own Your Data

The first step is to own your data — bring it into a place where you can see it, control it, and work with it. One company I worked with had data scattered across multiple systems, making it nearly impossible to connect the dots. By consolidating their data into a central repository, they gained immediate visibility and control, allowing them to address inefficiencies and make faster, more informed decisions.

2. Build a Data Inventory

Understanding what data you have and where it’s coming from is critical. This includes cataloging the systems that generate your data — whether it’s through APIs, data streaming, or flat files — and ensuring you know how to access it. One firm struggled with incomplete and disconnected datasets until they built a data inventory. By mapping out their data sources, they were able to connect their systems and streamline processes, saving countless hours of manual effort.

3. Define and Automate Key Performance Indicators (KPIs)

Identifying core organizational KPIs is the next step. These are the metrics that reflect success and forward momentum for your business. Automating the collection and reporting of these KPIs can eliminate the fire drills that often accompany board meetings or quarterly reviews. For example, one client transformed their boardroom culture by automating key reports. Instead of scrambling for last-minute updates, their leadership meetings became opportunities to focus on strategy and innovation, using accurate and timely data as the foundation.

4. Align Data with Buyer Expectations

If you’re planning for growth, consider the data that would matter most to potential investors or buyers. These might include metrics that reflect your company’s success, scalability, and areas of improvement. One company I worked with started tracking these metrics proactively, not just for external stakeholders but to understand their own performance better. This preparation positioned them as a highly organized, data-savvy business when acquisition conversations began.

5. Empathize with the Customer Experience

Lastly, think about the data your customers interact with daily. How do you deliver that information in a way that’s clear, actionable, and empathetic? One of the most transformative shifts I’ve seen is when businesses move from expecting customers to come to them for information to proactively delivering insights to their customers. This not only enhances the client experience but also builds trust and deepens relationships.

By mastering these five areas, companies can create a proactive, data-first culture. When teams trust their data and use it to drive decisions, they unlock creativity, curiosity, and collaboration across the organization. It’s not just about solving today’s challenges — it’s about building a business that’s prepared to thrive in the future.

Based on your experience, how do you think the needs for data might evolve and change over the next five years?

The role of data is going to transform dramatically over the next five years, and I see five key trends that will shape how businesses leverage their data:

1. Data Custody Will Become Essential

Every company will need a way to custody their data. Just as financial institutions need secure vaults to protect assets, businesses will need robust systems to securely store, access, and control their information. Owning your data — having it in a place you can work with and trust — will be foundational for any organization that wants to stay competitive.

2. Core Tools Will Emerge as Industry Standards

Platforms like Snowflake and Milemarker will become central to how businesses operate. These tools enable companies to integrate, analyze, and act on their data in real-time, making them indispensable for day-to-day operations and long-term strategic planning. They’ll move from being seen as “add-ons” to becoming the backbone of business processes.

3. Data Will Drive Continuous Improvement

Firms will view their data as a key to their continuous improvement. Instead of being reactive — using data to solve problems after they arise — companies will become proactive, using data insights to iterate and improve every aspect of their operations, from customer experience to internal workflows.

4. Dynamic Data Will Inform and Synthesize Work

Your data won’t just inform decisions — it will dynamically synthesize information to shape your work. Imagine a world where your systems don’t just report on what’s happening but actively provide recommendations, flag opportunities, and guide next steps. This evolution will make businesses more agile and adaptive, enabling faster, smarter decisions at every level.

5. AI Will Be Ubiquitous, But It Will Be Personal

AI will undoubtedly shape everything, but it won’t just be generic AI — it will be your AI. Businesses will leverage localized, custom AI models built around their data and needs. These systems will help firms extract deeper insights and create highly tailored solutions, turning data into a true competitive advantage.

The next five years will be about businesses taking full ownership of their data, leveraging advanced tools, and integrating AI in ways that are deeply personal and impactful. The companies that embrace these changes will lead the way in innovation, efficiency, and customer success.

Thank you for your great insights, We are nearly done. You are a person of significant influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be?

I would love to inspire a movement that helps people connect more deeply — to their purpose, their communities, and the things that truly matter in life. Far too many people live in isolation, spending their time and energy building things they don’t genuinely care about simply because that’s what they think they’re supposed to do.

Imagine a world where work isn’t just about earning a living but about living a life of meaning. If we can make our work better serve who we are and what we value, it would fundamentally change how we experience life and how we interact with others. It would bring more joy, creativity, and fulfillment into our daily lives, while also fostering stronger, more supportive communities.

This isn’t just about productivity — it’s about human connection and purpose. If we can inspire people to align their work with their passions and build community with those around them, we can create a world where both individuals and societies thrive. That’s the kind of movement I’d love to lead.

How can our readers further follow your work?

I write a weekly newsletter called The Connected Advisor. It’s a blend of business insights, creative ideas, and personal reflections. I share stories from my travels, lessons I’m learning every day, and strategies for navigating the intersection of data, creativity, and leadership.

If you’re interested in staying connected and diving deeper into these topics, you can subscribe to The Connected Advisor and join the conversation (https://newsletter.milemarker.co). I’d love to hear from you and continue exploring ideas together!

Thank you so much for sharing these important insights. We wish you continued success and good health!