In this episode of Masters of Marketing, we chat with Brandy Starr, COO of Tegrita and author of ‘CMO to CRO: The Revenue Takeover by the Next Generation Executive’. She explains how predictable revenue can be achieved by optimizing mid-funnel marketing strategies, effectively linking marketing and sales.
With understanding buyer behavior being essential to successful marketing campaigns, Brandi emphasizes the importance of using technology to track customer engagement and digital body language – both of which provide valuable data and insight into customer intent.
Touching on her book ‘CMO to CRO’, Brandi also highlights the benefits of having a strong marketing operations process, as well as discussing why CMOs are often best placed to lead revenue initiatives effectively.