B2B Marketing with Dave Gerhardt
#210: Strategy | Building a Marketing Operating System with the Team at Tenon (Ben Person, CEO & Co-Founder, Jessica Skovira, VP Marketing, & Hannak Rankin, Growth Marketing Manager)
Jan 13, 2025
In this discussion, Jessica Skovira, VP of Marketing, and Hannak Rankin, Growth Marketing Manager at Tenon, reveal how to create an effective marketing operating system. They emphasize the need for aligning marketing goals with business objectives to drive results. Practical strategies for campaign planning and managing tasks are shared, showcasing how to foster team collaboration. The duo also highlights the importance of flexibility in adapting to changes while maintaining clarity and performance in marketing efforts.
52:16
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Quick takeaways
- Aligning marketing initiatives with business goals is essential for driving meaningful results and improving overall campaign effectiveness.
- Implementing a structured marketing operating system enhances team efficiency by streamlining task management and prioritizing high-value work.
Deep dives
The Challenge of Marketing Attribution
Marketing attribution in B2B environments is notoriously complex, making it difficult for marketers to assess the effectiveness of their strategies. The introduction of Paramark's marketing attribution platform highlights a new approach, as it simplifies measurement without relying solely on traditional click attribution methods. Instead, it combines marketing mix modeling and incrementality testing to provide insights into brand performance across various levels, channels, and campaigns. This method allows marketers to pinpoint where to invest their resources effectively, ultimately driving business growth.
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