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#82: What Does a Great CMO Do? with Jon Miller (CMO at Demandbase; Co-Founder of Marketo & Engagio)

B2B Marketing with Dave Gerhardt

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The Importance of Team Source Pipeline in Marketing

In the old Marketo model, where marketing would generate leads and hand them off to sales, the metaphor there is like a relay race. But I think that's a very linear model thinking about the buying process. And if you have players in different positions, forwards and fallbacks, et cetera, that are working together to achieve a shared goal, which is getting a goal. You can almost think about the path the ball takes as it goes towards the goal. That's the analogy for sales and marketing. We should be working together as an integrated team to kind of achieve the outcome.

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