In this episode of Above the Clouds: Stories from the Boardroom, Richard Byrd sits down with Emily Canon, Demand Generation Marketing Director at Management Controls Inc. (MCI), to break down what it takes to build pipeline in a niche, enterprise B2B market.They talk ICP clarity, sales + marketing alignment, why events are working again, and how old-school tactics like direct mail are making a comeback. Plus, Emily shares how MyTrack helps companies digitize contractor compliance and reduce overbilling with real-time visibility.