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
-
Competitive Insights for More Strategic Selling
For strategic selling, playing against your competitors' features, functions, and price-points isn't enough. This video guide explains how to win more often by gaining a much deeper understanding of your competitors.
View This Guide -
Leveraging Peer Pressure To Boost Your Margins
Fixing poor pricing and discounting practices can seem futile. And playing bad cop isn't much fun. This tutorial shows you how to build a "system of influence" that gets your salespeople to police their own pricing and discounting behaviors.
View This Tutorial -
Masterful Marketing Operations
Marketing Ops is still evolving and there are no long-standing rules for how everything should work. But there's a lot to learn from teams with a track record of success. In this on-demand webinar, we explore the traits and mindsets of successful Marketing Ops groups.
View This Webinar -
Combating Competitive Pricing Pressure
Pricing pressure is just a fact of life. But how well you handle that pressure can determine whether your business ultimately succeeds or fails. This guide exposes 15 ways to address (and prepare for) competitive pricing pressure.
View This Guide

Why Subscribe?
When you join your peers and become a Marketing Ops Journal subscriber, you get immediate access to this interview as well as all of these other features:
- Training WebinarsDozens of on-demand webinars covering crucial Marketing Ops topics with new webinars every few weeks
- On-Demand LibraryA searchable library of hundreds of concise guides, tutorials, cases, assessments, and research reports
- Expert InterviewsLearn from others in Marketing Ops who’ve “Been There and Done That” through our Expert Interview Series
- Help DeskAsk our team of analysts for advice, insights, and perspectives on your specific Marketing Ops challenges