Sales Pipeline Radio Balancing Brand and Demand to Impact Marketing-led Growth
Jun 3, 2025
Kerry Penny, SVP and Global Head of Brand and Content at Valtech, shares insights on balancing brand and demand in marketing. She emphasizes the missing 'P' in traditional frameworks, urging collaboration for shared growth. The conversation covers the necessity of trust and credibility in content to adapt to consumer shifts. Kerry advocates for a holistic marketing approach focusing on emotional connections over metrics and stresses the importance of consistent branding across all customer interactions to enhance overall experience.
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Marketing's Single Purpose
- Kerry Penny defines marketing's purpose simply as growth and urges teams to center decisions on that goal.
- Treating growth as the north star unites functions and clarifies strategic choices across the business.
Un-Gate Your Best Content
- Stop gating your best content because open content builds trust and lets AI surface your expertise.
- Make your top content crawlable so search and AI models can cite your site as credible.
Beyond MQLs To Real Growth
- Obsessing over MQL counts without tracking downstream conversions breaks the growth promise of marketing.
- Marketing must own impact on pipeline and velocity, not just lead generation metrics.