For too long, executives have poo-pooed marketing’s ability to understand metrics and speak the alphabet-soup business language adopted by SaaS. Many have even heard our department jokingly referred to as “the arts and crafts” department. This misconception stems from no “gold standard” for marketing key performance indicators, a lack of consistency in what investors ask from their portfolio companies to prove marketing “works,” and a lack of understanding of the challenges marketers face when summarizing their data.
You’re a CMO, and you’ve just accepted a position at a promising B2B SaaS company. Already, you see plenty of growth opportunities, and you just know your team will start seeing positive results as soon as 90 days out. Your CEO is eager to sign you up for performance goals, and you’re under pressure to […]
Camela Thompson, Go-To-Market Maven at CaliberMind, discusses why B2B attribution adoption is a challenge and how to fix this problem.
Boiling marketing impact down to a single number doesn’t make sense. So how do we balance what the board is asking for with fair representation of everything we do?Watch a panel of experts discuss how CMOs can prove ROI and own the boardroom.
Misha Salkinder, CaliberMind’s Director of Customer Data Strategy discusses the tools of the trade, including the pros and cons of each of your options. He also outlines the level of expertise and the time commitment that goes into attribution.
Ryan Ruud, Founder, and CEO at Lake One, joins our host, Camela Thompson, in this episode of the Revenue Marketing Report. Ryan shares his insights on how tech broke marketing, the positives of using technology like ChatGPT, and the legwork we should do before leveraging ChatGPT.
Dave Valentine, Serial Entrepreneur and Business Owner of companies mostly in the marketing space, shares his insights on how buyer behavior has evolved, a framework that people should use to think through their outrageous offer, and the online resources people should check out.
Valentin Radu, CEO of Omniconvert, joins our host, Camela Thompson, in this episode of the Revenue Marketing Report. Valentin shares his insights on what he’s seeing from his side of the business world, how to make the decision of who is your ideal target as a data-driven leader, and how the post-sale cycle is changing with an emphasis on increasing the customer lifetime value.
Learn from Camela Thompson, VP of Marketing at CaliberMind, as she discusses how to effectively approach presenting data to the board using proven negotiation tactics and a storytelling lens.
Multi-touch attribution estimates which campaign channels are driving pipeline and bookings. It’s not easy, but there’s a reason companies go to the effort.
Kamil Rextin, Senior General Manager at 42 Agency, shares his insights on what attribution is and isn’t, what is attribution useful for, and why no reliance should be placed on self-reported attribution.
A tactical guide for senior marketing leaders on how to address the gap between the CEO’s expectations and the reality of how complex b2b sales and marketing cycles work when it comes to reporting on marketing ROI. Discover what makes understanding marketing ROI so hard, how to educate internally, and how to report on key goals.