Evolution of Accountability in Marketing Departments

In this week’s event, Chris peels back the layers of B2B go-to-market strategies, revenue operations, and the often debated topic of benchmarking in marketing operations. The discussion delves into the potential pitfalls of industry benchmarks, the intricacy of marketing and sales integration, and the evolving landscape of data architecture within CRM systems.

Chris challenges the accuracy and usefulness of common industry benchmarks and advises listeners on more effective ways of measuring and reporting go-to-market success. Guests and contributors share observations and pressing questions on topics ranging from the role of SDRs in creating value, the impact of marketing on revenue, to the strategic decisions behind event participation. The episode is rich with insights on making B2B marketing more data-driven, customer-centric, and aligned with today's digital-first landscape.