“Just like you need to understand the business, you need to help them [the c-suite] understand the realities of marketing…”

Mark is the CEO of Proof Analytics (http://www.proofanalytics.ai/), a marketing analytics platform that helps CMOs and CFOs bridge the ROI gap by providing cause-and-effect analytics that shows marketing and sales true business impact and financial worth. The company's 'Proof Business GPS' guides through the whole marketing lifecycle, and provides a complete picture of a company's marketing efforts. Their solution enables planning, budgeting, and optimization of marketing in all channels.

An award-winning B2B CMO and CCO, Mark is one of the first leaders to connect all types of marketing investments to revenue, margin, and cash flow impact in complex, long-cycle companies.

Questions and topics we covered included:

• The story of how Mark built upon the Honeywell brand, in a sector within a slow sales-cycle industry (aerospace),
• How Mark approaches building marketing teams today (including how to pick out the right VP of Marketing/CMO),
• Why do investments in brand always get seen as wastes of money (by leadership) and how to fix that,
• How Mark defines the T-shaped marketer,
• What is the biggest enemy all CMOs will face in their career?
• Why forecasting is such an important skill for CMOs to know (so they can keep their jobs),
• Who should ultimately own attribution in a marketing team?
• How can marketers at all stages in their careers remain recession-proof?
• What is the OODA loop and why does it matter in data science?

And more!

You can say hello to Mark via LinkedIn: https://www.linkedin.com/in/markstouse

Tweet to him at: https://twitter.com/markstouse