💡 Philippe Ruttens, Chief Marketing Officer at Tyk, discusses the intricacies of creating efficient go-to-market strategies for long-term growth. With a focus on revenue marketing and ROI, Philippe shares his deep well of knowledge from decades in the B2B SaaS sector. The conversation delves into the shift from growth-centric strategies to efficiency-focused operations, emphasizing cost-efficiency metrics like customer acquisition cost and payback period. 💡

"People now are so busy and so overloaded with information and tasks and tools. The trick is really how do you focus, simplify, visualize, and tell a story in a way that is absorbable or digestible, where less is more." - Philippe Ruttens

Philippe explains how the dynamic world of B2B marketing has moved from traditional branding to the vital demand management and revenue-centric focus on generating authentic value, including significant insights on the human and technological dimensions affecting this shift. He takes a deep dive into the roles of different team members, emphasizing aligning OKRs across marketing, sales, and RevOps to combat silos and enhance collaboration and cohesion. 

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