Nicolette Konkol

The MarTech stack is only as good as the strategy, people, and process it supports. Invest in the strategy, people, and process to set the foundation, and then select Mar...

Make sure reporting is set up to measure what’s important and is agreed upon across sales & marketing You can’t wait till the martech stack is built or the website i...

This question is specific to scaling a business. No one size fits all answer, what you choose to centralize or decentralize has a lot to do with what growth stage you are...

Depends on how you’ve defined the scope and priorities of the customer marketing organization but some to consider are: Monthly active users or utilization rate Engageme...

There’s plenty of tech out there to enable any number of strategies and subsequent tactics but the place I’d start is with customer data. Do you have the data you need to...

Campaign operations and demand generation are part of the same value chain of campaign creation, so it depends on the size and scale of your teams as well as the speciali...

Perfection should never be the priority. "Don’t let 'perfect' be the enemy of 'good.” Formulate some hypotheses, strive for your best, and then always plan to iterate. Th...

Most answers to this question focus on the buying journey and tend to sum up the post-sale experience in one bullet point but there's definitely more to it than that. Ind...

First one would be a sound campaign planning process that starts with the outcome you are trying to achieve, who your target audience is, and an understanding of where th...

Build a simple waterfall model that starts with the revenue target for the year. Assign a percentage of that target to marketing. Use some conversion benchmarks (either h...