Tom Wentworth, CMO at Recorded Future, joined Chris for a podcast episode last week. They discussed what happens when marketers make the shift from optimizing for leads to optimizing for pipeline, and Tom shared that getting more leads is not always good for the business. Chris and Tom talked through opportunity costs, the long term implications of optimizing for short-term metrics, the importance of brand in hitting pipeline goals, and why having a loyal audience creates a competitive advantage. They also debated whether a content marketer or journalist makes more sense to hire internally as well as what missed opportunities they are seeing marketers make often.
