Christine Leonard, Director of Marketing Optimization at Amplify, came onto State of Demand Gen for an episode of Back to Basics about marketing optimization and the buyer experience. They touched on how to avoid a leaky funnel by making sure in ICP buyers are being handled appropriately, and how a phenomenal buyer experience can be a differentiator. Chris and Christine went back and forth on why marketers should be shadowing their sales teams so they understand what happens when a lead is passed over to sales. Chris suggested diving into lead-to-win percentage by source, and they discussed the varying role of RevOps.