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.
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Beyond the Hype of Marketing Automation Tools
Marketing automation tools can be very powerful and beneficial. But are these toolsets really the answer to all of our lead generation woes? In this interview with Dan McDade, the author of The Truth About Leads, we cut through the hype surrounding marketing automation tools and discuss their proper role in lead generation.
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Why Companies Win and Lose Strategic Sales
What can analysis of over $6 billion worth of deals teach you about why companies win and lose sales? And what does the research say about the actions that can help you win more and lose less?
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Digging for Gold by Analyzing Wins and Losses
How many companies really understand why they lose deals...or why they win? In this expert interview, Rick Reynolds of AskForensics discusses lessons learned from win/loss analysis of nearly $12 billion worth of business.
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Delivering Answers to the Point of Sale
Our latest research has shown that more data and tools for the field won't improve results. This tutorial reveals a more effective approach for getting salespeople to use data and analytics to make better decisions.
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