Remove Conversion Remove Go To Market Remove Legal
article thumbnail

Why FAQs should be your go-to marketing tool

Martech

Someone in communications or marketing usually serves as the document owner and involves the appropriate internal subject-matter experts. In a crisis, legal must review any information before its disseminated inside or outside the organization. legal or investors). In M&A, HR is heavily involved. Google Docs). Processing.

article thumbnail

Why ‘risk on marketing investment’ is the new ROMI

Martech

But for one Fortune 100 CEO, ROMI stands for something very different: risk on marketing investment. In a candid conversation, he shared why traditional metrics fail to address the critical uncertainties of marketing spend and how a shift in mindset is essential for navigating today’s volatile landscape.

GTM 110
Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

Frequently Asked Questions About ICPs, Buyer Personas & Buying Committees

Heinz Marketing

ICPs align go-to-market teams. Marketing uses them to target the right accounts, content, and channels. Validators such as Procurement or Legal: One of the final hurdles to get through before closing. Marketing and sales use the buying committee map to tailor each role’s outreach, content, and messaging.

article thumbnail

AI and Cybersecurity: How Rubrik’s Co-Founder Built a $1B+ ARR Platform While Joining the AI Revolution

SaaStr

In a recent conversation at SaaStr Annual + AI Summit 2025 , Arvind shared the tactical playbook behind Rubrik’s scale, revealing counterintuitive strategies for product development, customer success, and AI adoption that challenge conventional SaaS wisdom. .”

Legal 102
article thumbnail

Why ‘risk on marketing investment’ is the new ROI

Martech

But for one Fortune 100 CEO, ROMI stands for something very different: risk on marketing investment. In a candid conversation, he shared why traditional metrics fail to address the critical uncertainties of marketing spend and how a shift in mindset is essential for navigating today’s volatile landscape.

GTM 100
article thumbnail

AI is transforming GTM teams into fiduciary powerhouses

Martech

AI is driving a radical shift in how go-to-market (GTM) teams navigate an increasingly complex landscape of fiduciary responsibility. Sales, marketing, customer success and channel partnerships are no longer siloed functions that simply execute campaigns and close deals. They are the cost of doing business in the AI era.

GTM 105
article thumbnail

Why the MQL model is failing B2B marketing and what to use instead

Martech

For decades, the marketing qualified lead (MQL) has been the centerpiece of B2B go-to-market (GTM) strategies. It has shaped how marketing teams operate, how sales teams prioritize outreach, and how executives measure marketing’s contribution to revenue. However, the MQL no longer fits this purpose.

B2B 125