OnBase: Smashing Sales and Marketing Misalignments

Episode Summary In this episode of Sunny Side Up, host Devan Cohen interviews Dan Radu, the founder and president of Macro, a digital marketing partner specializing in ABM programs. Dan shares insights into the concept of Account-Based Everything (ABE), emphasizing the importance of aligning marketing, sales, and customer success teams around a common account-focused mindset. He discusses the challenges faced by organizations operating in a resource-constrained landscape and highlights key metrics like account engagement score, opportunity creation probability, and deal size that drive ABM success. Dan underscores the significance of collaboration between teams and the role of agency partners like Macro in operationalizing go-to-market strategies. He provides step-by-step guidance on effectively implementing ABM, from tiering accounts to evaluating channel performance. About the Guest Dan is the founder & president of Macro, a digital marketing partner helping global marketing teams run ABM programs. For the past 10 years, the team serviced enterprise-class clients working as a natural extension of their team. Connect with Dan Radu Key Takeaways - Account-Based Everything (ABE) is a mindset aligning marketing, sales, and customer success around account engagement. - Prioritize limited resources by focusing on ideal customer profiles and joint team efforts. - Metrics: Track account engagement score, initiative impact on opportunities, deal probability, and size. - Collaboration among teams is crucial; cross-discipline experts can bridge gaps effectively. - Agencies like Macro help operationalize go-to-market strategies, adapting and executing with expertise. - Ideal clients for agency support are global marketing teams needing regional assistance and tech expertise. - Challenges include aligning diverse objectives, integrating systems, and replicating successful tactics. - Start with understanding account-based readiness and the need for external partnership. - Assess current account-based marketing efforts to determine readiness and approach. - Efficient operationalization involves tiering accounts, monitoring buying signals, and defining partner roles. - Consistent attribution models enhance performance tracking; and avoid frequent changes. - Maintain accurate account data, ensure team alignment, and adopt an account-based everything mindset. Quote "Account-Based Everything (ABE) is a mindset aligning marketing, sales, and customer success around account engagement." – Dan Radu Book:- The Black Swan by Nassim Nicholas Taleb Shout-outs Geoff Linton – Co-Chair Market Council at the Canadian Marketing Association and Founder of Connect Digital Hub ⁠Connect with Dan Radu⁠ |Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Devan Cohen interviews Kevin Chen, VP of sales development at Pure Facts Financial Solutions. They discuss the importance of discovering one's 'why' and playing to win. Chen emphasizes the evolving role of sales development and advises embracing AI and technology. He highlights the significance of maintaining a healthy balance and the impact of mentors and continuous learning.

Episode Summary In this episode of Sunny Side Up, host Tyler Gambardella interviews Tyler Haney, a marketing and operations expert, about the innovative intersection of data science, automation, and creative problem-solving. Tyler Haney shares his journey from building websites in college to becoming a pivotal force in driving data-driven decisions at his current organization. Exploring the synergy between his interest in smart home automation and his professional pursuits, Haney discusses how leveraging technology to create efficiencies in one's daily life can inspire similar creative approaches in business operations. Drawing parallels between his passion for home automation and the world of marketing, he emphasizes the importance of finding practical solutions that enhance quality of life while applying a similar mindset to solve business challenges. Haney delves into the role of predictive modeling and data-driven dashboards in optimizing sales processes, shedding light on his team's recent endeavors to predict gaps in the pipeline and strategically reallocate resources. With insightful anecdotes and a passion for utilizing technology creatively, Haney's expertise offers a compelling glimpse into the exciting future of data-driven business innovation. About the Guest Tyler is an experienced digital and demand generation executive who is passionate about using data and analytics to drive business results. With a deep background in marketing and information science, Tyler focuses on breaking down complex processes into simplified concepts to help teams improve efficiency and gain back time for intellectual curiosity and creativity. Tyler has led marketing teams in the technology, healthcare, and retail sectors and holds an MBA from the University of Kentucky.Connect with Tyler Haney Key Takeaways - Smart home automation inspires creative problem-solving in business operations. - Leveraging available tools creatively can solve problems effectively, improving work efficiency. - Home automation principles apply to marketing and sales, enhancing decision-making. - Predictive modeling and dashboards optimize sales by predicting gaps and reallocating resources. - Balancing human input with AI-driven predictions results in actionable insights. - Data-driven decision-making can improve accuracy and efficiency in various processes. - Navigating automation requires understanding limitations and making thoughtful adaptations. - Creative thinking applied to technology can lead to successful problem-solving in diverse domains. - Strategic automation choices can boost efficiency while considering practicality and costs. - Applying data science to marketing enhances understanding and predictions of market behavior. - Embracing automation's potential requires embracing both successes and failures to drive growth. - Effective automation solutions often stem from addressing real-world inconveniences and simplifying complex processes. - Integrating historical data and predictive models can aid in resource allocation and decision-making for business growth. - Recognizing cognitive biases and heuristics can inform more strategic communication and decision-framing. Quote “Automation is about what makes you more efficient or what makes your life easier or better in some way." – Tyler Haney Recommended Resources Blog: - Lifehacker Book:- Thinking Fast and Slow by Daniel Kahneman Connect with Tyler Haney⁠⁠ ⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode Summary In this episode of Sunny Side Up, Devan Cohen interviews Vikas Kalra, a marketing professional with 15+ years of experience. With an MBA, Lean Six Sigma certification and a background in economics, Vikas discusses his journey from managing large accounts in paid search to his current role as a marketing leader at Equisoft. Based in Toronto, Canada, Vikas balances his professional life with his role as a father of two and his interests in spirituality, travel, and tea. He is a certified tea sommelier and a travel advisor in Ontario. Vikas sheds light on Equisoft's transformational journey, strategies for success, and the pivotal role of face-to-face interactions and events in their ABM space. He also discusses the synergy between sales and marketing enablement, and how they work together to nurture target accounts through effective CRM management and data-driven approaches. About the Guest Vikas is a seasoned marketing professional with over 15 years of expertise across diverse functions in the marketing landscape. He holds an MBA, Lean Six Sigma Certification, and a BA in Economics, which has fueled his passion for data-driven and process-oriented strategies. Currently based in Toronto, Canada, Vikas balances his professional life with his role as a father of two. Beyond the business world, Vikas has a deep interest in spirituality, travel, and tea. He is a certified tea sommelier and a travel advisor in the state of Ontario. Connect with Vikas Kalra Key Takeaways - Vikas’s primary objective is to manage a healthy pipeline of prospects and nurture existing ones. - Diverse digital marketing functions and integrated approaches have shaped Equisoft's growth. - Face-to-face interactions are crucial for building trust in long sales cycle markets. - Trust is essential in the insurance sector for major digital transformation projects. - Events play a significant role in breaking through the noise and connecting with prospects. - ABM strategy relies on data integrity, CRM management, and sales-marketing collaboration. - Sales and marketing enablement ensures synergy for successful ABM execution. - Successful marketing involves balancing digital efforts, event participation, and effective CRM usage. - Strong data utilization and meaningful interactions underscore successful marketing endeavors. Quote  “Action is key. Action is critical. CRM plays a big role in that." – Vikas Kalra "Growth is hidden in tweaking your existing processes, starting somewhere subtle, not in completely restructuring your processes."– Vikas Kalra Recommended Resources Books: Measure What Matters by John Doerr  Leaders Eat Last by Simon Sinek ⁠Connect with Vikas Kalra ⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode Summary In this episode of Sunny Side Up, host Ryan Schimmel engages in an enlightening conversation with Zari Venhaus, Vice President of Corporate Marketing Communications at Eaton. Zari, a seasoned professional in product marketing, brand management, and audience-focused marketing, delves into the intricate landscape of a marketer's content strategy. The discussion centers around the crucial aspects of understanding target audiences, setting clear objectives, and integrating generative AI into marketing efforts. Zari underscores the significance of balancing creativity and process, noting that a strategic foundation is essential for successful execution. The dialogue delves into leveraging AI tools for enhanced efficiency, while Zari also acknowledges the need for cautious optimism as AI's legal implications are navigated.  About the Guest As Vice President of Corporate Marketing Communications at Eaton, Zari is responsible for driving enterprise brand positioning, content strategy, and marketing operations, and supporting Eaton’s digital transformation.  Over the last 20 years, she has built her career with roles in product marketing communications, brand management, and audience-focused marketing. Her focus is on building dynamic, customer-focused marketing teams that deliver business results.Connect with Zari Venhaus Key Takeaways - Zari emphasizes the importance of audience understanding for effective content strategies. - Marketers need to target specific audiences, avoiding the mistake of targeting too many. - Effective content strategy requires understanding business, buyer decisions, and audience funnel placement. - - Successful content strategy involves knowing customers, their needs, and content usage timing. - Zari recommends close collaboration with sales teams for valuable customer insights. - Message mapping and cross-functional teams help build customer-focused value propositions. - Team development involves setting clear competencies, tools, and training paths. - Turning ideas into actions requires clear objectives, testing, and scalable processes. - Generative AI can enhance content creation and ideation, yet cautious implementation is advised due to legal uncertainties. - Embrace standardized processes and AI tools for efficiency, freeing time for strategic work. Quotes “At the heart of any content strategy is the audience.” – Zari Venhaus "The best way to drive a successful content strategy is to take as much information as you can about your customer and understand why they would be using the content you're creating and when." -– Zari Venhaus Recommended Resources Newsletter: Joe Pulizzi’s Newsletters Blog: Content Marketing Institute Book: - Positioning: The Battle for Your Mind by Al Ries and Jack Trout - Everybody Writes by Ann Handley Connect with Zari Venhaus ⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode Summary In this episode of Sunny Side Up, host Ryan Schimmel interviews Greg Graham, a seasoned marketing operations expert, on the critical role of end-to-end testing, the value of adopting a macro view in marketing strategies, and how leaders can tap into their team's collective intelligence. The conversation delves into the importance of thorough testing, highlighting real-world examples and emphasizing the need to trust nothing and test everything. Greg's insights shed light on bridging the gap between individual tasks and broader perspectives within marketing teams, suggesting collaboration across functions and mapping out processes to drive value. Moreover, he explores effective ways for leaders to harness their team's experience before seeking external consultants, from reorganizing teams for improved collaboration to fostering controlled changes for fresh insights About the Guest Greg Graham is an expert in diagnosing, simplifying, and resolving demand generation problems to improve business performance. He particularly enjoys helping businesses that have great products and technologies but want the scale effect of a modern marketing and sales engine with the customer at the center. His approach to scaling revenue retention and growth is grounded in Six Sigma principles and has been recognized in multiple company awards. His hands-on approach increases productive leads, builds trust across sales, marketing, and technology teams, and shortens sales cycles lowering operational costs and building greater customer trust and enterprise value. Connect with Greg Graham Key Takeaways - Shift perspective to view challenges holistically, driven by process optimization. - Prioritize human relationships and avoid getting lost in complex tools and measurements. - Start by being effective before scaling with technology. Don't overcomplicate tasks. - Remember the human touch in communication, ensuring emails and interactions are relatable. - Focus on interconnectedness in campaigns; avoid building disjointed components that lack cohesion. - Thorough testing guarantees accurate outcomes, uncovering potential issues throughout the process for improvement. - Collaboration across departments fosters comprehensive views, enhancing solutions and efficiency. - Effective leadership optimizes team structure and encourages creativity to harness collective expertise. - Controlled organizational changes spark fresh ideas, breaking routines and fostering adaptability. - Storytelling and branding connect emotionally, conveying purpose and engaging audiences effectively. - Diverse podcast guests enrich discussions, offering varied viewpoints and experiences. - Process mapping and inter-departmental collaboration streamline efforts for value-driven results. - Strategic team changes stimulate growth and rejuvenate dynamics for long-term success. Quote "Trust nothing, test everything... You can sit around a table and concoct these brilliant ideas, only to have one little single thing break and the entire campaign goes."– Greg Graham Recommended Resources Book: The Goal by Eliyahu M. Goldratt Shout-outs Daniel Sieger – Founder and Chief Storyteller at Stories for Good Kent Peterson – Senior Vice President, Chief Marketing Officer at McGraw Hill Joseph Lapin – VP of Marketing at Bisk ⁠Connect with Greg Graham⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠ |

Episode Summary In this episode of Sunny Side Up, host Brian Hopper interviews Minnie Dimesa, Executive Vice President of Advanced Media & Marketing at ICON Media Direct, discussing the future of connected TV and the exciting concept of "clean rooms". Minnie provides her expert insights on how big publishers like Roku, Disney, and Samsung leverage secure data-sharing environments to offer advertisers more accurate consumer targeting capabilities. The discussion extends to the infancy stage of clean rooms, their potential applications in future planning, measurement, and attribution, as well as the role of beta programs in figuring out the best use cases for this technology. Minnie also discusses her favored industry resources and the professionals who inspire her in the B2B space. About the Guest Minnie is EVP of Advanced Media & Marketing at Icon Media Direct, an independent Performance Media agency in Los Angeles California. As EVP of Advanced Media, she drives the Advanced TV practice forward to ensure that Icon maintains its leadership position of innovation in the industry. She is a veteran marketer with vast experience working across many industries. Connect with Minnie Dimesa Key Takeaways - Clean rooms are environments where data is shared securely between publishers and advertisers, improving targeted advertising efforts. - Big publishers like Roku, Disney, and Samsung are venturing into clean rooms, still in their infancy. - Clean rooms help in future planning, and understanding where customers view content and what type they're viewing. - Beta programs are a significant part of working out the best use cases for clean rooms. - EMarketer is a go-to resource for Minnie, providing topical and relevant research in the media and marketing industry. - Media Post is another recommended resource, keeping one up-to-date with the marketing world. - The technology from Rembrandt allows for the dynamic insertion of product placements, creating a unique viewing experience. - The company uses automatic content recognition technology to get granular, deterministic data about linear television. - This technology aids in combining measurements from linear TV and streaming TV, giving a holistic view. - Convergent television, a combination of linear television and connected TV, is the new frontier in TV advertising. - ACR technology has a transformative effect on TV advertising, providing a higher level of measurement accuracy. Quote “[OTT] is no longer a little niche play or channel that a few people are dabbling in and experimenting with. It's something that needs to be part of the day-to-day discussions when we talk about media." - Minnie Dimesa Recommended Resources Newsletters Insider Intelligence’s eMarketer Newsletter MediaPost Shout-outs Julian Mintz – Head of US Brand Sales at Roku Omar Tawakol – CEO at Rembrand Danny Reuben – Senior Director of Sales at VideoAmp Connect with Minnie Dimesa⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode Summary In this episode of Sunny Side Up, host Erik Blaze interviews Mary Gilbert, CMO at Folloze, who shares her expertise on navigating the new marketing landscape and ABM-driven strategies. The conversation covers the concept of agility as a prominent factor for CMOs, the importance of customer engagement as a valuable asset, and the need for a holistic and personalized approach. Mary emphasizes the shift from traditional demand generation to ABM on steroids, combining insights, targeting, and measurement. They also discuss the integration of third-party and first-party intent signals, the transition from outreach emails to a value-added engagement approach, and the significance of ABM-driven demand gen.  About the Guest Mary, CMO at Folloze, has over 20 years of experience in leading integrated B2B marketing organizations. She led digital transformation for Microsoft, HP, and Cisco, introducing B2B buyer journey alignment. Mary launched early ABM programs for companies like Centrify, Microsoft, and Ingram Micro CloudBlue. Passionate about team culture, organizational effectiveness, and digital transformation, she offers a unique perspective on market dynamics. Connect with Mary Gilbert Key Takeaways - The concept of agility has become increasingly prominent in the minds of CMOs, as companies need to adapt quickly to the digital-first environment and evolving market dynamics. - Engagement is the new currency of pipeline momentum, serving as a beacon of insight and guiding every action of the entire go-to-market team. - CMOs must effectively drive engagement and utilize it as a valuable asset for building a robust and predictable pipeline. - Traditional go-to-market strategies and conventional demand generation methods, such as relying solely on MQLs are losing momentum in today's landscape. - The integration of third-party and first-party intent signals provides valuable insights for personalized engagement and supporting buyers throughout their journey. - Ineffective use and understanding of data systems can be a common hurdle for organizations, and it's important to have experts who can maximize the potential of marketing technologies. - Centralization and decentralization need to be balanced in organizational design to empower frontline marketers and enable personalized experiences while maintaining brand integrity. - Revenue teams should transition from solely relying on outreach emails to providing a holistic engagement approach that focuses on value creation for customers. - Aligning sales and marketing metrics and strategies and developing coordinated plays that support personalized information and leverage intent signals is crucial. - Breaking down silos and ensuring everyone has access to the same experience platform and data helps create a seamless experience for buyers. - Marketing operations (MOPS) teams play a vital role in transformation and should be considered a valuable resource for insights and strategic implementations. - ABM-driven demand gen model is gaining popularity among CMOs as a means to not only survive but thrive in the current market space, offering scalability, personalization, and agility. - Leveraging available data and insights enhances decision-making and optimizes team efficiency, resulting in an enhanced buyer experience. Quote  “Technology is moving way faster than humans can adapt, and we're all still trying to catch up.” – Mary Gilbert Recommended Resources Books Scott Brinker’s Chiefmartec Sam Jacobs’ Pavillion Community Shout-outs Jon Miller – CMO at Demandbase Jessica Kao – Senior Director, Marketing Operations and Martech at Cloudflare Jason Widup – VP of Marketing at metadata.io Connect with Mary Gilbert | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠ |

Episode Summary In this episode of Sunny Side Up, host Jon Miller interviews Heidi Bullock, Chief Marketing Officer at Tealium, to gain insights into navigating tough economic times in the realm of B2B marketing. The conversation delves into four crucial areas of focus: efficiency, driving meetings in customer accounts, delivering bad news, and managing team growth during downturns. Heidi stresses the importance of understanding customer pain points by regularly engaging with them to identify their needs and concerns. Transparent communication is highlighted as a cornerstone for building trust and credibility, especially when delivering unfavorable news. Keeping messaging simple, focused, and repetitive emerges as a powerful approach to ensure information retention and audience engagement. Additionally, Heidi offers valuable advice on optimizing team productivity, certifying members for specific tools, and utilizing project management platforms like Asana to enhance collaboration in global teams. As a leader, she emphasizes the significance of promoting growth opportunities for team members during challenging economic times.  About the Guest Heidi Bullock is an experienced marketing executive who has built a 20+ year career working at both global enterprise technology companies and start-ups. She is currently the CMO of Tealium, one of the largest independent and most trusted customer data platforms (CDP). Before Tealium, she held leadership roles at Engagio and Marketo. Connect with Heidi Bullock Key Takeaways - Focus on four key areas: efficiency, customer meetings, delivering bad news, and team growth during downturns. - Set clear goals for both net new logo acquisition and customer expansion. - Regularly interact with customers to stay attuned to their needs and pain points. - Prioritize transparency when delivering bad news to build trust and credibility. - Keep messaging simple and focused to resonate with the audience. - Utilize repetition to reinforce important information and ensure it sticks with the audience. - Build efficient teams by organizing and leveraging existing content and tools. - Certify team members for certain tools to increase efficiency and autonomy. - Use project management tools like Asana to facilitate collaboration and visibility in global teams. - Offer growth opportunities to team members even during tough economic times. - Involve global teams early on in projects to ensure their perspectives are heard and incorporated. - Product marketing should focus on customer pain points and storytelling for impactful messaging. - Have an optimistic approach as a leader during challenging times. - Drive expansion by dedicating resources to customer-focused efforts in marketing and customer success. - Success in B2B marketing lies in clear goal setting, customer-centricity, effective messaging, and strong leadership. Quote "I think maybe the role of marketing in many cases stays the same. It's just where you put your focus and energy changes." - Heidi Bullock  Recommended Resources Book - "The Happiness Advantage" by Shawn Achor BlogDave Kellogg's "Kellblog" Podcast a16z Podcast by Andreessen Horowitz Shout-outs Bhaskar Roy – Head of Marketing at Workato Rashmi Vittal – CMO at Productiv Chandar Pattabhiram – CMO at Coupa Software ⁠Connect with Heidi Bullock | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode Summary In this episode of Sunny Side Up, host Jordan Saucedo interviews Marshall Hamilton, an expert in go-to-market strategy and customer profiling with over 10 years of experience. They discuss his current projects and initiatives at Sprout Social, how AI is impacting business execution, program management, internal tech stack, data governance policies, and creating operational effectiveness. Marshall shares strategies for scaling the business by looking at factors such as sales territories, customer density, segmentation, and resource reallocation. He also provides insights into having clarity around the direction of the business and how to provide it, as well as strategies for effective territory planning and understanding customer profiles. They also cover key metrics to prioritize when targeting customers such as firmographic data. Additionally, they discuss methods for maintaining data quality in a CRM system such as data governance policies and reaching out to thought leaders. Finally, they offer advice on how businesses can make during the current downturn such as cost optimization and adjusting pricing strategies. About the Guest Marshall Hamilton is a seasoned expert in go-to-market strategy and customer profiling, with a passion for helping companies optimize their sales and marketing efforts. With over 10 years of experience in the field, Marshall has developed a keen understanding of the intricacies involved in identifying and targeting the right customers across numerous organizations.   Coming from a sales background, both as a seller and leader of sales functions, Marshall has practical experience in guiding businesses to align their sales and marketing activities to maximize revenue growth and customer acquisition. Connect with Marshall Hamilton Key Takeaways  - Go-to-market strategy and customer profiling are essential for optimizing sales and marketing efforts. - The impact of AI on social media management and the democratization of data query are significant trends to consider. - Territory planning requires aligning talent with opportunities and providing clarity to stakeholders. - Regularly updating the Ideal Customer Profile (ICP) is crucial to adapt to market changes and prioritize metrics effectively. - Scaling a business involves strategic planning, including program management, internal tech stack, and go-to-market strategies for maximum effectiveness. - Focusing solely on customers who already buy from you can limit your ability to identify potential customers outside that group. - It's important to regularly revisit and refresh your ideal customer profile based on changes in business metrics and market dynamics. - Sales metrics evolve, with different stages requiring different measurements, such as deal size, conversion rate, and opportunity flows. - Firmographic data, including industry variables and site metrics, can provide valuable insights for targeting specific verticals. - Continuous improvement is key in devising a go-to-market strategy, involving feedback loops, postmortems, and learning from other companies' sales operations. - Processes and steps can be similar across different roles and industries, fostering growth and change. - Seeking different perspectives through postmortems, interviews, and external resources sparks creativity and prevents stagnation. Quote  “Quick wins are great, but playing the long game and having that long-term strategy and execution is vital.”  – Marshall Hamilton Recommended Resources Books: The Lean Startup by Eric Ries Predictable Revenue by Aaron Ross and Mary Lou Tyler Crossing the Chasm by Jeffrey Moore Tech Powered Sales by Justin Michael and Tony Hughes ⁠Connect with Marshall Hamilton⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠