Measure Marketing on Outcomes, Not Actions | Scott Berg
Description
Pipeline - is it the responsibility of sales, or marketing? And even before deciding that, how do you define "pipeline"?
Scott Berg, Vice President of Global Revenue and Field Marketing at Hitachi Vantara - an IT service management company - says that there are two definitions to pipeline, but both are the responsibility of both sales AND marketing.
In today's go-to-market landscape, Scott believes that for marketing to build trust with sales, sales and marketing teams must first align on the definition of pipeline, and marketing must be measured on outcomes (revenue), not actions (clicks).
In this episode of Revenue Talks, Scott explains what go-to-market alignment looks like at Hitachi Vantara, how his go-to-market processes scale globally, and he and Katie predict what marketing will look like in five years.
Like this episode? Let us know by leaving a review! You can connect with Katie and Scott on Twitter @KatieJfoote, @ScottBerg, and @DriftPodcasts.
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