Building a Pipeline-Oriented Marketing Function

Ed Thomas is the Senior Vice President of Marketing & Sales Operations at ProcessUnity. He has over 30 years of marketing experience. In this guide, Ed walks through how to select marketing campaigns, capture better data around marketing activities, build a marketing model, and ultimately build a data-backed marketing function.

Said Mussa is the founder of Cepture.io, helping B2B companies grow through revenue technology. In this guide, Said walks through how to transition your organization from revenue technology 1.0 to 2.0, including tools that can help, key practices to install in your revenue org, and metrics to measure success.

Samantha Torres is the Chief Data Officer of The Gray Dot Company, an SEO and Data Consulting Company. Samantha has more than 10 years of SEO experience optimizing SEO at 90+ B2B and B2C companies. In this guide, Samantha walks through how to leverage AI to improve your SEO and content strategy, and the implications of generative AI tools on SEO.

Michael Allenson is the Founder of Empact Partners, a Customer Journey and Maturity Framework advisory firm. Michael has worked with over 50 companies to build customer journeys and has built nearly 20 customer capability maturity frameworks. In this guide, Michael walks through creating a customer journey map, as well as building a customer capability maturity framework. Each of these activities helps organizations better align their success with the success of their customers, leading to accelerated growth, lower attrition, and long-term customer loyalty.

John Short is the CEO at Compound Growth Marketing, a Demand Generation advisory that helps high-growth tech firms build predictable and scalable growth; they’ve worked with companies including Drift, Airtable, Robin and LogMeIn. This template provides a calculator for marketing orgs to determine the ideal budget, Sales & Marketing SLAs by stage, and a funnel economics calculator.

Sean Lane is the former Head of Revenue Operations at Drift and a founder of BeaconGTM, providing scalable revenue strategies for start-up and scale-up companies. In this guide, Sean walks through the steps to build a strategic and tactical plan for the new year including building an operating plan, quota and headcount planning, territory planning, and compensation planning.