The Benefits of Measurement and Accountability
CMO Robin Caputo Discusses Her Marketing Team and Why Results Are a Marketer's Best Friend
If marketing is to be viewed as anything other than a discretionary expense, it must contribute to the financial performance of the company. No one knows this better than Robin Caputo, the CMO of Datavail. In this informative expert interview, you'll learn about:
- Structuring and developing a marketing team to deliver the growth a company really needs.
- How measurement and accountability are important for personal growth as a B2B marketer.
- Measuring every step of the funnel to accurately project and forecast results down the road.
- How results and accountability give marketers a say about what should happen in other areas.
This interview is just one of hundreds of educational resources you get access to as a Marketing Ops Journal subscriber.
More Subscriber-Only Resources From Our Library
-
How Strict Pricing Enforcement Killed a Product
Strict enforcement of pricing policies can seem like a great idea. But this comical case study sheds some light on the perils of enforcing policies that are lacking (and somewhat ridiculous).
View This Case Study -
Strategies and Tactics for Boosting Your Close Rates
Most B2B companies would like to improve their close rates. On nearly every sales and marketing research study ever conducted, something to the effect of "improve our win rates" shows up as a top priority or objective. But what are they really doing to make it happen?
View This Guide -
Suffering from a Costly Case of Sticker Shock
In B2B environments where discounting is habitual, it's easy to think that your list prices don't really matter all that much. But before you conclude that list prices are inconsequential in your business, consider this case of a B2B reseller who just couldn't see what they were missing.
View This Case Study -
The Multiple Dimensions of Value Chart
Use this chart of potential value-drivers along multiple dimensions to aid your initial brainstorming around how your offerings deliver value to your customers.
View This Tool
