Stacking Growth | The B2B Marketing Podcast
Expert Session: Marketing Ops - Pipeline Sources and Funnel Tracking with Crissy and Charlie Saunders
Jul 29, 2024
Crissy Saunders, a Marketing Operations specialist, and Charlie Saunders, a Demand Strategies expert, share their wisdom on navigating the complexities of B2B marketing measurement. They explore crucial frameworks for pipeline tracking and the alignment of marketing and sales data. Highlighting common pitfalls in data management, they stress the importance of a unified data model. With insights on CRM integration challenges and the intricacies of buyer intent, they provide strategies to enhance marketing efficacy and improve conversion rates.
57:41
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Quick takeaways
- A holistic measurement framework is essential for B2B companies to effectively evaluate diverse go-to-market strategies and enhance collaboration.
- Investing early in robust data structures is crucial to avoid reporting challenges as organizations grow and ensure informed decision-making.
Deep dives
Integrated B2B Go-To Market Strategies
B2B companies are increasingly adopting hybrid go-to-market strategies that combine product-led, sales-led, and partnership approaches. This evolution necessitates a holistic measurement framework that encompasses these diverse tactics instead of treating them in isolation. Effective measurement should include how marketing teams contribute to independent sales prospecting, particularly in email outreach and outbound optimization. Ultimately, this integration can enhance collaboration across teams and lead to more informed decision-making.
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