For this 51rst episode, I had the chance to chat with Spencer Marlow, Marketing Director EMEA at Anaplan, an NYSE-listed SaaS company specializing in business planning and data visualization.
In this episode, we talked about:
The importance of consolidated data and connected planning
What data matters and should matter to a CMO?
Internal and external data
The questions you ask your data are the answers you’re going to get.
How to link brand engagement to pipeline growth
How to mix Account coverage, engagement/intent data, and lead-scoring data to show the impact of marketing on the bottom line
What’s new in marketing metrics
The importance of accountability and common language when it comes to marketing metrics.
Less is more when it comes to data (the example of email marketing and the unique focus on CTR)
The data you should measure is what really makes a difference for the business
Building data tools and keeping a minimum amount of dashboards
How marketing metrics can be liberatingSpencer is a highly accomplished B2B Marketing professional, with 20 years practitioner experience in IT/Technology marketing, including 4 years agency side.