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In this episode, we talk with Shikha Pakhide about the impacts of the ever-growing Martech landscape. Shikha is currently Global Marketing Director with X0PA AI, a B2B SaaS platform to improve the hiring process. Prior to joining X0PA AI, she held several general marketing, product management and leadership roles. She is passionate about Go To Market strategy, Brand Awareness, Account Based Marketing, Account Based Experience and Demand Generation. Shikha has been recognized as the Most Innovative Martech leader by the World Marketing Congress. She is an active member of CMO Alliance Community and CMO Council.

Tune in to hear:
- Shikha's exposure to Martech tools and platforms and her take and experience with the overall growth of martech tools. 
- What she sees as the biggest challenges as a marketer with the Martech space. 
- Lessons or guiding principles she has learned and applied when thinking about how data flows between applications/platforms, and the downstream impact on analytics.
- How the challenges with data and analytics affect Shikha's ability to articulate the ROI (or benefits) from investing in Martech or programs.

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