Tom Wentworth, CMO @ Recorded Future, discusses GTM programs and Marketing ROI in this episode. He highlights the importance of account focus, practical challenges in demand creation, and the value of direct mail. The conversation also delves into financial relationships with CFOs and innovative tactics for brand authority.

In this engaging discussion, Tom Wentworth, the former CMO of Recorded Future and current CMO at Incident.io, shares his insights on building trust in B2B marketing. He recounts the creation of 'The Record', emphasizing the need for executive buy-in and hiring skilled journalists for credibility. Tom explores the vital role of signal-based selling for future success and highlights tools like Clay and Common Room for enhancing engagement. He also shares strategies for aligning marketing and sales for impactful results.

Tom Wentworth, CMO of Recorded Future, shares his expertise on uniting marketing and finance for robust growth. He emphasizes the shift from traditional metrics to impactful KPIs that reflect business health. The discussion explores the importance of financial planning in marketing strategies, especially amid Recorded Future's acquisition by Mastercard. Tom highlights how aligning marketing metrics with organizational goals can enhance board preparations and annual planning, advocating for collaboration and informed budget allocation to drive enterprise value.