Done is better than perfect! Listen to find out Alice’s philosophy on how to validate ideas before you’ve spent any time or money on projects.

If only there was a silver bullet when it comes to marketing playbooks. But that just isn’t the case. Listen to Alice’s advice on building a process around finding the right playbook for any situation.

The original CMO diary campaign plan is not actually what any one externally would have ended up seeing… listen to find out what happened, and how we pivoted quickly.

On one episode of The Loop podcast, Antonia Wade, CMO of PwC joined Alice to discuss their various solutions to the evolved buyer journey. In this episode, Alice breaks down Antonia’s approach.

There’s no point filling a bucket that has holes in it. And rather than trying to patch the holes - only to see another spring up… Alice and the team instead chose to apply their knowledge from the CHASM project to reinforce GTM motions and fix leaks at the source.

If you don’t have your ICP right, everything else is going to fall like dominos. That’s why Cognism undertook the CHASM project. To check in on our ICP and ensure our GTM motions fit.

What’s the point in spending ages crafting a marketing campaign, only for it to be forgotten in a matter of seconds… that’s not going to drive any lasting results. Which is why being memorable is one of the most important things you can do as a marketer.

Alignment with sales, easier budget conversions, and much easier decision making on where to focus. These are just some of the benefits Alice’s discusses that resulted from tying herself to a revenue number.

No matter the type of content, our content strategy is about quality, rather than quantity. We don’t want to cut corners, as that only goes against you in the long run.

Having already covered Alice’s favourite tools in entry 3, this time, it’s the teams turn to give their top tech recommendations.