9 Common Mistakes non-marketing execs make

9 𝐂𝐨𝐦𝐦𝐨𝐧 𝐦𝐒𝐬𝐭𝐚𝐀𝐞𝐬 non-Marketing execs and Board members make in marketing discussions (based on my last 4 years of πŸ’―s of conversations): 1️⃣ Not having a clear understanding of marketing terminology, KPIs, metrics, and objectives 2️⃣ Viewing marketing solely as a cost...

ABM Marketing and the Role of Customer Support

When adding an Account Based motion to a lead based go-to-market motion, a common question is, β€˜what will be our organizational impact – specifically to the Customer Support/Service function in working with Marketing?Β  What could be different from what we do...

What is a RACI framework for ABM?

A common question we get in our ABM/ABX enablement engagements is, β€˜who owns what in an ABX environment?’ Let’s use a RACI framework – for definition sake, a RACI framework is a responsibility assignment matrix used in project management and business process...

My takeway learning from CMO Conferences in 2024

10 top themes at Pavilion CMO Summit this week (too many for one post). 𝐊𝐞𝐲𝐰𝐨𝐫𝐝 𝐭𝐑𝐞𝐦𝐞𝐬: Alignment, Revenue, AI, Buyers Committee expanding, Process Building on yesterday’s thread (in comments if you missed it), the second top 3 moment was the community as a...

How do I measure Partner Marketing? A framework.

Today’s question: How can I best prepare for an interview for a senior role in a company with a significant focus on partner motion, specifically in the technology and reseller sectors, including understanding the basic organizational structure, key performance...

Who Should Own Salesforce Governance?

Today’s question: Hi everyone, I would love to get your fresh take on the ownership of Salesforce governance across Marketing Ops, Sales Ops, and RevOps (within an independent department – analytics or finance team). Also, any decisions you feel should be led by...