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Recent data tells us that more than 80 percent of marketers have upgraded a MarTech app in the last year. But among mid-sized and upper mid-market brands, there’s often reticence to shift course. Once growing marketing teams have found a MarTech stack that “works fine,” there’s often no easily discernable benefit to changing things up. This inertia, though, is how marketing teams can plateau—losing out on opportunity and revenue in the process.
In this discussion at Connect CMO, Natasha Sekkat, VP of Demand Creation at independent marketing cloud Acoustic, will draw upon her two decades of “smarketing” expertise to describe why the traditional sales process dominated by the MQL acronym is antiquated and ineffective. Natasha will detail how the sales & demand creation teams at Acoustic partner to drive pipeline, and will explain in detail:
– A process for delivering “sales-ready” leads
– Why MQLs simply won’t cut it in an inside-sales company environment focused on growth
– Why it’s imperative that both sales and marketing leaders are aligned on the notion that value beats quantity when it comes to leads and lead targets