Jessica is the CMO at Calendly where she leads brand awareness, creative, demand generation, and product marketing. She has nearly 20 years of marketing and leadership experience and most recently was Head of Revenue Marketing at Asana.  We talk about:  The most important variables in demand generation  How critical the relationship is between marketing and sales  Building a marketing team that's focused on impact and revenue  Becoming an effective CMO    --- Where to find Jessica Jessica's LinkedIn Profile --- Where to find Patrick Patrick's LinkedIn Profile --- (2:42) The top variables in demand gen motions  (5:56) Challenges with data on paid media and revenue  (9:04) Targeting and mapping high value customers with ad publishers (11:46) Bringing in volume and optimizing for conversions   (13:42) The importance of empathy between marketing and sales  (17:17) Everything goes through sales  (20:08) Lead scoring and where this should be developed  (21:38) Messaging consistency and specificity to audiences (24:05) The challenges of email marketing (24:55) Importance of brand in B2B  (26:49) Working with influencers  (28:06) Adjustments to becoming a CMO (30:14) Where most CMOs go wrong  (31:45) Aligning with the right C-Level partners - Product, Sales, Finance (33:27) How to make great marketers  (35:46) Focusing on revenue and conversions on as marketers  (37:07) Having tough and direct conversations to make an impact  (40:48) Optimizing for outcomes  (42:47) Where to find Jessica!