This episode of Sunny Side Up highlights not only a huge marketing success story (a 50% increase in demand generation in under three years!) but also the step-by-step strategy our guests used to get there. Alberto Cantor, senior director of demand generation & corporate marketing at ArisGlobal, has taken the company's historically sales/product-led culture from virtually no marketing function to a sophisticated, multi-pronged program. The B2B SaaS company, which is based in the life sciences sector, has enjoyed organic, sustained growth as well as branding awareness and improved user acquisition and engagement. Alberto has grown his team 6x over in his brief tenure and acquired buy-in among the top executive ranks. How has he done it? This conversation reveals his process – from the initial campaign to secure buy-in with metrics and demonstrated results to reinventing marketing basics (such as email and website content) to the massive overhaul of a legacy CRM system that – once cleaned up – started to yield amazing results. Alberto shares tips and tricks in this methodical look at the anatomy of a marketing department from conception to robust maturity!