Taking Lessons from a Serial Revenue Marketer
An Insightful Conversation with Liz McClellan About Making Marketing More Accountable for Results
Transforming a marketing function into a revenue-generating machine is no small task. Yet, it's something that Liz McClellan, the CMO of North Plains Systems, has done more than once. In this insightful and refreshingly frank interview, you'll learn:
- Why it's imperative that B2B marketers become much more results-oriented and accountable.
- How refocusing a marketing team toward results requires the proper mindsets, as well as skills.
- The importance of setting expectations and being willing to test things that may ultimately fail.
- How measuring ROI can often call into question tactics that have been taken as a given for years.
This interview is just one of hundreds of educational resources you get access to as a Marketing Ops Journal subscriber.
More Subscriber-Only Resources From Our Library
-
Avoiding the Pitfalls of Price Segmentation
In this expert interview, Barrett Thompson provides insight into the common problems and pitfalls to avoid when developing price segmentation models in B2B environments.
View This Interview -
Three Types of Buyers That Don't Buy on Price
Research says that 60-70% of buyers aren't price buyers---lower your price for them and you just give margin away. Learn how to identify the types of buyers where additional discounts won't help you win the business.
View This Diagnostic -
Seven Signs Your Sales Strategy Stinks
How can you tell if your sales strategy is really going to be effective? This diagnostic provides a straightforward self-assessment to help you evaluate the quality of your sales strategy.
View This Diagnostic -
The Marketing Research Analysis Guide
The Marketing Research Analysis Guide will help you interrogate your marketing research findings to gain strategic insights and identify opportunities for truly meaningful action.
View This Tool
