Best Practices & Research to Make Your Marketing Operation More Effective

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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.

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