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How marketing leaders can transform marketing from a support function to a growth driver

Martech

They are not regular attendees at board meetings, and even fewer participate in earnings calls. In his words, marketing leaders must evolve into strategic contributors whose insights drive core business results. Instead, it should be positioned as a strategic driver of growth and long-term value.

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How B2B marketing is becoming a strategic growth driver

Martech

Marketing is no longer a support function but a strategic growth driver, influencing everything from brand to demand. From sales support to strategic business driver Historically, B2B tech marketing played a critical support role, primarily focused on lead generation, sales enablement and event execution. Processing.

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Essential KPIs to measure generative AI’s success in marketing

Martech

No marketing technology series would be complete without discussing the ever-important measurement of success or KPIs. Today, you would get no argument on the importance of building relationships with influencers across social platforms, as social media marketing ROI and KPIs have become well-established within strategic frameworks.

Clients 131
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Moving up with marketing operational maturity

Martech

The essentials of operational maturity involve management practices, process improvement, technology and how it’s used, and staff capabilities, including existing skill sets, training opportunities, and identifying personnel or skill gaps. For example: Strategic performance measures. Are your technology tools integrated?

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How To Craft Your Perfect Retail Tech Stack

Speaker: Jason Cottrell and Brian Walker

Now, retail success depends on integrating a blend of diverse technologies to thrive. As customers and stakeholders expect agility and innovation, how can you meet these expectations efficiently without stumbling into complexity? Integrate modular tools to meet your unique needs. The era of all-in-one platforms is over.

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Why account-based expansion is B2B’s next growth lever

Martech

While many marketing teams struggle to meet their targets, this strategy presents an incredible opportunity to unlock additional revenue. Why traditional account management falls short The conventional customer success model, while valuable for retention, often lacks the sophisticated orchestration needed for strategic growth.

Growth 137
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What Are We Trying To “Discover” In Our Discovery Process?

Partners in Excellence

A long time friend and colleague asked me to sit in a vendor meeting. One of the teams had been looking at leveraging some technology solutions to support the transformation. The team invited the CRO and me to sit in a meeting. ” He asked, “We have integrations into the major technology platforms.

Process 126