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Embark on an inspiring journey with Andrea Lechner-Becker, CMO at LeadMD, as she recounts her dynamic shift from the sports entertainment arena with the Phoenix Suns to becoming a maestro of marketing automation. Holding the baton for tools like Eloqua and Marketo, Andrea orchestrates a symphony of insights into the ever-evolving landscape of marketing analytics in the B2B realm. She emphasizes the vital importance of bridging the gap between marketing endeavors and tangible sales results—a task she approaches with both passion and precision. Her expertise, garnered from the distinct challenges of sports marketing, carries over into her profound understanding of customer psychology, offering a masterclass in what B2B marketers should focus on when it comes to analytics.

Our conversation then waltzes into the delicate balance of consulting pricing and specialization, where Andrea's seasoned perspective shines bright. The art of valuing expertise, rather than mere time spent on tasks, comes under the spotlight as we navigate the intricacies of pricing strategies and service packaging. We unveil the essence of setting boundaries and communicating transparently with clients, ensuring that the value delivered is unmistakable. Andrea then shares her heartfelt transition from consultant to CMO, where empathy and common sense become the guiding stars. As we uncover the ground realities behind strategy execution, we celebrate the unique position that comes with marketing to fellow marketers, all while embracing authenticity and a genuine marketer's perspective in the consulting world.

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Ever wondered how a math enthusiast turned aerospace engineer finds his calling in the world of marketing? Join us as we sit down with Stefano Mazzalai, a seasoned expert in marketing technology and operations, who takes us through his unconventional career path. From numerical simulation and software development in the aerospace sector to the strategic heart of marketing operations, Stefano’s journey is a testament to the power of analytical skills in shaping a successful career. Discover the pivotal moments and decisions that led Stefano to pivot from engineering to marketing, guided by a desire for new challenges and an unexpected love for marketing discovered during his MBA journey.

Stefano's unique perspective bridges the often siloed worlds of marketing and engineering, offering insights into the art of balancing stakeholder demands without exhausting resources. He unpacks the strategies for translating marketing needs into technical specifications, a skill that’s increasingly vital in today's data-driven business landscape. Stefano emphasizes the necessity of understanding trade-offs and the importance of aligning extreme requests with business requirements and capabilities. His balanced approach not only achieves strategic goals but also fosters productive internal relationships, ensuring sustainable success.

In the final stretch, we tackle the intricate world of data quality and governance within B2B contexts, comparing it with the often-misunderstood ease of B2C data strategies. Stefano highlights the importance of leveraging technology to overcome data quality challenges, drawing from his experience at Demandbase. He shares valuable insights into establishing clear data definitions and governance structures, underscoring their critical role in aligning marketing operations with larger company objectives. Learn how to measure the impact of data initiatives and maintain data accuracy, ensuring that marketing efforts are seamlessly aligned with overarching organizational goals. Tune in for a masterclass in marketing operations and data strategy from someone who's walked the path and emerged a leader.

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Discover the transformative journey of Julz James, a celebrated Marketo champion, as she unveils the secrets to a thriving career in the MarTech consulting world. Her story is not just a narrative; it's a roadmap for marketing professionals aiming to pivot their careers with finesse and strategic prowess. From her inaugural steps in the industry to establishing her consultancy, Julz' experiences serve as a masterclass in building lasting client relationships, adapting to diverse Marketo environments, and the continuous upskilling required to navigate the dynamic terrain of marketing technology.

Expand your understanding of the intersection between marketing theory and practical application with our episode's esteemed PhD guest, who seamlessly marries academic insights with real-world consulting challenges. This dual perspective sheds light on the immense value of hands-on experience with tools like Marketo, Salesforce, and Google Analytics. The guest's candid discussions reveal the trials and triumphs of both teaching and consulting, while accentuating the importance of lifelong learning and the ripple effect of empowering students with applied knowledge.

Join us as we delve into the practicalities of freelancing and consulting, from the art of transparent billing to the juggling act of client management. I share my preference for billing by the hour, fostering transparency and trust. Moreover, we weigh the merits of starting a marketing career on the client-side versus in an agency, and speculate on the potential impact of specialized marketing qualifications such as a hypothetical PhD in Marketo. Before we part ways, we extend a hearty thanks to Julie and invite you to enrich your marketing acumen by tuning in to these insights, stories, and strategic musings on the SMTC Podcast.

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Embark on an adventure through the landscape of MarTech consulting with the guide extraordinaire, Bryan D'Andrea. Swap the predictability of agency life for the thrill of carving your own independent path as Bryan, a San Diego-based consultant, joins us to share the twists and turns of his professional journey. Courtney and Grant sit down with Bryan to delve into the world of marketing technology operations, discussing the ins and outs of powerhouse platforms like Salesforce and HubSpot. Bryan doesn't just talk shop; he provides a masterclass in aligning sales, marketing, and customer success teams for a symphony of business efficiency. For anyone flirting with the idea of venturing into the consulting realm, Bryan lights up the path with practical wisdom and seasoned insights.

But wait, there's more than just industry talk—we also crack the code on networking and freelancing strategies that can propel your career skyward. Personal stories of success and learning moments illuminate the conversation as we reveal how the human touch can transform professional connections into career catalysts. From leveraging the power of testimonials to scaling your freelance business into a full-blown agency, we cover the full spectrum of opportunities that await the savvy freelancer. If passion fuels your professional drive, this episode is your rallying cry to embrace the adventure of freelancing and uncover the strategies that can make your consulting dreams a reality.

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Imagine stepping into the ring of professional wrestling and how it could transform your approach to the corporate world. That’s precisely what happened to Devin Leshin, a marketing technologist at Microsoft, whose journey from wrestling fan to wrestling performer has left a lasting impact on his career. Devin shares how his passion for wrestling, sparked through resourceful ways to catch pay-per-view events and a chance encounter at an Elks Lodge, seamlessly intertwined with his trajectory in marketing operations and technology. The episode shines a spotlight on how unexpected paths can equip us with diverse skills that enrich our professional lives.

Peeling back the layers of business and entertainment, we draw intriguing parallels between the economy's hidden complexities and the theatrical world of pro wrestling. From handshake rituals in locker rooms to the meticulous planning behind wrestling promotions, Devin and I explore how these elements mirror corporate structures and cultural shifts over time. Revelations about everyday inventions like Velcro add depth to our conversation about the often-overlooked intricacies of both industries, offering fresh insights into the similarities between theater and wrestling.

Communication is the backbone of both wrestling and business success, and we uncover strategies for fostering collaboration and growth. By weaving in Devin's experiences from wrestling, sales, and customer service, we highlight the art of balancing short-term wins with long-term vision. Emphasizing the use of tools like AI for refining communication, we showcase how small shifts in approach can lead to significant improvements in teamwork and strategy. This episode is more than just a tale of wrestling and marketing; it's a testament to the power of unique experiences in shaping innovative perspectives in any field.

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Unlock the secrets of data management in marketing operations with Adrianna Shukla, Director of Demand Generation at Snowplow. Join us as Adrianna shares her expertise on constructing a robust operational backbone that ensures data accuracy and actionability, a crucial element for any marketing strategy. Discover the art of aligning data collection with business outcomes and avoid the common trap of excessive data gathering without a purpose.

Our conversation takes you through the intricate challenges of harmonizing data across departments like sales, finance, and marketing. Learn why defining acceptable error margins and maintaining detailed documentation is essential for cross-team clarity. Adrianna highlights the revolutionary potential of RevOps, where unifying diverse data sources can forge a comprehensive customer view, enhancing decision-making and customer experiences. We also touch on the rise of AI-driven innovations, such as recommendation engines, which rely on precise data integration.

Explore the evolution of marketing and revenue operations, where data shines as a strategic asset. Adrianna reveals how treating data as a product can transform it into a dynamic tool for better customer engagement and strategic decision-making. We examine successful data operationalization from leading brands like Burberry and Charlotte Tilbury, showcasing how a solid data foundation is critical to harnessing AI's power and ensuring future scalability. Listen in for practical insights and strategies to elevate your marketing operations and drive long-term success.

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Join us as we engage in a dynamic conversation with Nick Araco, the visionary CEO and founder of the CFO Alliance. What if finance roles were not just about numbers but also about building community and collaboration? Nick sheds light on his journey in creating a safe and interactive space where finance leaders are empowered to connect, debate, and influence their enterprises effectively. We've touched on the exciting possibilities for Mopsapalooza 2025, including a potential CMO CFO panel—a testament to the powerful synergies between finance and marketing operations.

Explore the intriguing dynamics between finance and marketing with us. While finance leaders often feel restricted by traditional confines, marketers thrive on spontaneity. Our discussion unveils how finance professionals are stepping out of their silos, learning from their marketing counterparts, and embracing storytelling to enhance their roles. Through real-life insights from North America, we highlight the critical skills of active listening, intellectual curiosity, and critical thinking that are key to bridging gaps, especially during budgeting season.

Our exploration continues into the realm of data visualization, a game-changer in finance communication. Discover how tools like Power BI are revolutionizing the way financial data is shared, fostering interdepartmental collaboration and strategic growth. We delve into how finance professionals are increasingly integrating across business areas, driven by a need for collaboration and understanding. The conversation culminates in the art of building career-enhancing connections, underscoring the importance of financial literacy and professional networking as powerful tools for career growth and partnership-building.

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Joining us today is Chris Golec - a serial entrepreneur - who is currently Founder & CEO of Channel99, a company that leverages AI to help companies improve B2B marketing programs and invest in growth. Prior to Channel99, Chris has been active advising CEO's and marketing executives, investing in start-up's, and supporting various philanthropic organizations. Previously, he founded Demandbase to transform B2B advertising, marketing and sales through innovations in digital technology and pioneered the ABM technology category. Prior to starting Demandbase, Chris founded Supplybase to help global manufacturers collaborate with their supply chain to bring new products to market. Before becoming a software entrepreneur, Chris held multiple sales, marketing and engineering positions with GE, DuPont, and GM.

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- Chris shares the initial vision behind Demandbase and the shift towards Account-Based Marketing (ABM) in the B2B space. Discover what led to this strategic pivot and its impact on the company's growth.

- Explore the role of AI in reshaping the future of marketing operations. Chris discusses the potential changes and opportunities AI presents for marketing teams, with a focus on automation and data insights.

- Learn why Chris launched Channel99 and how it addresses the challenges of marketing analytics. He delves into the unique opportunities it offers for data-driven decision-making in marketing.

- Chris explains what it means to be an AI-driven Marketing Investment Decision Platform and how the use of economic analysis helps in predictive marketing. Real-world scenarios and examples are discussed for better understanding.

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Today we are joined by Sangeetha Parsan and Mary Wallace from Informa to talk about the lessons learned from rolling out a CDP at a global enterprise organization.

Sangeetha is Vice President, Professional Services at Informa. She has been in IT leadership in various capacities at Informa for several years. Prior to Informa, she was part of IT project management and technology with UBM, which was acquired by Informa. And, her early career was in solution architecture for web/CMS/Ecommerce. 

Mary Wallace is Senior Director, Marketing Technology. She has held several leadership roles in Marketing, Marketing Operations and technology at Informa. Before Informa, Mary led marketing technology efforts at UBM before it was acquired by Informa. She has held roles in marketing, marketing services, IT, and project management.

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Overview of CDP Implementation: Sangeetha Parson and Mary Wallace discussed their experiences and challenges while implementing a Customer Data Platform (CDP) at Informa, a global enterprise. They emphasized the importance of enhancing customer engagement and operational efficiency through technology, particularly in response to challenges posed by the pandemic.

Strategic Deployment: The rollout of the CDP was strategic, addressing data silos by integrating data to provide a comprehensive 360-degree view of customer interactions. This integration helps in understanding customer behaviors and preferences across different business sectors of Informa, facilitating more targeted and effective marketing strategies.

Adoption and Change Management: Sangeetha and Mary highlighted the critical aspects of ensuring successful adoption of new technologies within large organizations. They underscored the necessity of engaging with different business units individually to understand their specific needs and then scaling solutions. Training, transparency, and trust were identified as key elements to foster acceptance and utilization of the CDP.

Future Outlook and AI Integration: Looking forward, the integration of AI and machine learning is seen as the next significant step to enhance the capabilities of the CDP. This advancement will allow for even more precise data analysis and segmentation, potentially transforming strategic decision-making processes and operational effectiveness at Informa.

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Joining us today to talk about establishing Marketing Technology as a tool for business impact is Mirko Roettgers. Mirko is General Manager at Triggerfish, a global marketing technology agency based in Brisbane, Australia. Mirko is an experienced senior leader who helps implementing marketing and technology solutions that align to organisational strategic goals, with demonstrated experience across digital, marketing and technology disciplines. Prior to joining Triggerfish, Mirko held leadership roles in digital transformation, digital marketing, and other related fields both internally and at agencies. 

Tune in to hear: 

 - Mirko shares insights on the significance of marketing technology in achieving business goals, stressing the importance of aligning tech initiatives with organizational strengths.

- The episode dives into the challenges and strategies for measuring the effectiveness of marketing operations teams, highlighting the dependency on various factors like sales and market conditions, and the need for metrics that directly tie to revenue.

- The conversation shifts to how personalized marketing strategies can enhance customer retention and satisfaction, with examples of successful implementations in different sectors.

- Mirko offers advice on how to approach new marketing technologies, emphasizing the need for clear objectives, limited scope, and gradual implementation to ensure sustained value from tech investments.

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