Impact Stories: Marketing Operations
My role: SVP of Marketing
Marketing collaborated with sales to consolidate disparate funnels and introduce new lead management process, immediately improving prospecting productivity by 30% and increasing prospecting cadences by 25%.
Redesigned lead management processes, digital marketing strategy, and go-to-market approach to increase YoY MQL to opportunity conversion rate by 33%, while increasing our contribution to new/expansion revenue by 107%.
Built a highly sophisticated marketing performance dashboard, integrating data from Marketo, Salesforce and other digital channels, to show a real-time view of marketing funnel health, including potential revenue sitting at each customer journey sales stage, and campaign performance using multi-touch attribution. This aided in predicting and forecasting demand pre-sales engagement.
My role: Chief Marketing Officer
Implemented ABM strategy to align sales and marketing on most opportunistic enterprises, including ICP definition, buyer intent scoring and engagement plan. Post activation, revamped digital marketing efforts focused on targeted paid media, social media, and educational content, yielded an immediate 169% QoQ increase in accounts engaged with 55% meaningfully engaged as opportunities.
Using the latest in marketing automation and digital marketing technologies, launched an integrated platform to nurture and convert prospects into opportunities, with full tracking and visibility throughout each sales stage. Technologies: Salesforce and Pardot.