Accountability in Experimentation

Pipeline Visionaries

English - February 13, 2024 13:00 - 39 minutes - 35.9 MB
Marketing Business advertising revenue b2b b2b marketing chief marketing officer cmo demand gen demand generation growth marketing Homepage Download Google Podcasts Overcast Castro Pocket Casts RSS feed

Previous Episode: Be the Easiest Company to Buy From

Next Episode: Using Incentives to Drive Impact

This episode features an interview with Riikka Söderlund, CMO at Katana Cloud Inventory, a company that provides SMBs with easy-to-use inventory management software, to get them the real-time data that they need.

In this episode, Riika discusses staying accountable for intentional experimentation, how she invests in talent and why she dislikes the term “marketing strategy”.

Key Takeaways:

Experiments should improve results and should fit within goals. Including experiments in your overall budget, instead of pulling them into a separate, “experimental budget” keeps you accountable. Talent development is an uncuttable item and marketing leaders should align individual growth aspirations with company goals. Being right isn’t always enough. Marketing leaders need to be strong internal communicators and influence opinions to get the right results.

Quote:

“ I have a gazillion other marketing KPIs, of course, but at the end of the day, if we're not driving revenue, then it doesn't matter. I am not a fan of measuring leads or MQLs. Honestly, revenue is the only metric that tells you, did you generate pipeline? Did you reach the right audience? Is your value proposition correct? And is your brand resonating with that target audience? It's the only one that combines all the aspects of marketing.”

Episode Timestamps:

*(02:42) The Trust Tree: Why Riikka doesn’t believe in the term “marketing strategy”

*(12:53) The Playbook: The importance of content and intentional experimentation

*(31:54) The Dust Up: Becoming a strong internal influencer

*(33:45) Riikka’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

Connect with Ian on LinkedInConnect with Riika on LinkedInLearn more about KatanaLearn more about Caspian Studios