Jeff Rummer has been instrumental in helping Medtronic transform from a primarily sales driven culture to a balanced (and aligned) marketing and sales driven business. Jeff’s and his team’s responsibilities include the planning, execution and measurement of all integrated marketing campaigns and digital experiences along with managing and optimizing their marketing technology stack. In this episode, Jeff and I talk about what it takes to be an agent of change and several other insightful topics for you including:

• Jeff's quick rundown of his favorite DemandGen Radio podcasts and why

Daniel Day is Snowflake's Sr. Marketing Manager, ABM. That's right, someone whose sole responsibility is managing ABM marketing strategy and programs. This insightful and controversial podcast covers the following topics:

• What led to Daniel’s ABM Strategy at Snowflake

Join DemandGen Radio Host David Lewis for an interview with Mathew Sweezey, Author of Marketing Automation for Dummies and Principle of Marketing Insights at Salesforce.

Mathew provides his perspectives on:

• What has changed since the publication of his book on marketing automation in 2013

I invited Scott Brinker back on the podcast to discuss his recent decision to join Hubspot as their VP, Platform Ecosystem. After a quick check-in on how plans are coming for his upcoming MarTech conference we discuss topics including:

• Scott shares why he left Ion Interactive, the company he founded to join Hubspot

Do you know why sales gets the big bucks? Because revenue can be directly attributed to their performance. Can marketing's performance be tied to revenue? Finally the answer is yes and it's essential to do so to change marketing's perception from cost center to revenue generation.

In this episode, David explains what marketing should be measuring and the process for establishing your metrics and sharing them with the organization.

• Who should own the responsibility for marketing metrics within your organization

Are you stuck in batch and blast marketing or looking to improve your approach to lead nurturing, well this episode will give you guidance on how to use your marketing automation system for engaging prospects and customers while you sleep. After all, one of the main reasons you're using a marketing automation system is to improve lead conversion, align with sales, and automate engagement touchpoints with prospects and customers.

You'll learn:

• The importance of delivering relevant information

I was fortunate to discover Leadspace shortly after I founded DemandGen in 2007 when their Founder Amnon Mishor was on a fund-raising trip to Silicon Valley and he asked if I could meet-up to get my advice on their predictive platform for prospect building and scoring. With the predictive category still in its infancy, I was excited to get a look at the platform and find out how Amnon's expertise in developing systems for the Israel Military Intelligence Division could be turned into AI to help marketers find prospects (versus terrorists). Since then, our two teams have developed a successful partnership based on helping our mutual clients with the successful adoption of their platform. On this episode, I invite their CEO Doug Bewsher to discuss a number of topics including:

• As a CEO, and former CMO, what advice would he have for his former self in marketing

In this episode on lead scoring, I teach you another of five principles of successful lead management. I explain everything you need to know about lead scoring so you know whether you should be scoring your leads and how to go about building a scoring model and collaborating with sales in the process:

You'll learn:

• Should you be scoring your leads in the first place

In this episode I take you on a deep dive into why you should define and operationalize a Demand funnel and what it takes to do so.

You'll learn:

• How a Demand Funnel serves as a language to align sales and marketing and serves as a framework for lead management

In this episode, I share the key principles of successful lead management from my book - Manufacturing Demand - which now has over 10,000 copies in circulation. When I wrote the book, my publisher told me an industry factoid that only 1 in 10 people who buy a book actually read it. At first, I couldn't believe the ratio, but then I looked at my own bookshelf and saw several great books that I planned to read when I purchased them still sitting there collecting dust. As marketers, we know there are 4 types of learners: visual, auditory, reading/writing, and kinesthetic. So for those of you auditory learners, I am going to devote a few episodes of DemandGen Radio to the essential chapters of the book to offer you a "book reading" of sorts. While I won't read the chapters word for word like you'd hear on audible.com, I will share the main points from each chapter starting with Chapter 2 that outlines the 5 key principles of successful lead management. Listen in at your desk, in your car, or someplace where you can take in the concepts that have been used by some of the top marketing and sales teams around the world.