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Many companies are product, sales, marketing, or value driven (i.e. cultural values play a role in actual decision making across the board). In your experience, what has been the main function/stakeholder to lead, and how has that impacted your role as a marketing leader?

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2 Answers
Stakeholder Management Go-To-Market Strategy Launch Channels Launch Enablement Launch Metrics
  1. Jennifer Kay Corridon
    Jennifer Kay Corridon

    Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 1y

    In most of my experiences sales leads in the company, it shapes decision-making and prioritization around revenue-driving activities, often creating a high-pressure, fast-paced environment. As a pmm leader, this dynamic requires me to: Align closely with sales goals: Everything marketing does must be tied to sales enablement and revenue outcomes. For example, campaigns are evaluated not just on impressions but on how they influence SQLs or pipeline growth. I’ve learned to position marketing as a ...Read More

    787 Views
  2. 🟧 Hugo H. Macedo 🟧
    🟧 Hugo H. Macedo 🟧

    Advisor & Investor | Product Marketing Expert | B2B | Formerly Pandadoc,Unbabel, McKinsey • 2y

    There is no right answer. It depends on the strategy - if it's more driven by self-service (PLG) or sales. In sales-driven organizations, sales bring revenue and, therefore, have a lot of power. This is even more true if there is a CRO (Chief Revenue Officer) that oversees Sales and Marketing. On many occasions, CROs come from a sales background, which means that sales get a lot of weight. The fact that compensation for sales is short-term may drive the organization to make more short-term decis ...Read More

    600 Views

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