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Marketing as a Form of Capital Allocation With Carta's Head of Growth Angela Winegar

Run the Numbers

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Strategic Alignment in Marketing and Finance

The chapter discusses the importance of aligning marketing strategy with overall company objectives and the role of marketing attribution models in measuring return on spend. It emphasizes the significance of campaign reporting metrics, the challenges faced in data interpretation, and the value of analytics backgrounds in marketers for driving strategic decisions. Additionally, the debate around centralized fiefdoms in sales ops and rev ops is explored, highlighting the need for strategic leadership and incentive alignment for effective data distribution and decision-making.

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