Lara Shackelford is a veteran Chief Marketing Officer many times over, and has led marketing teams to create impact at companies such as Oracle, Intel, Datastax, Looker (both before and after the acquisition by Google), and has also led global demand generation at Microsoft. She is currently senior vice president of marketing at iCapital.

In this episode, Lara talks about how the B2B buying experience has changed, what is a good blueprint for sales training, coming up with a good ROI analysis, how to assess the ROI of AI, and what does a good partnership between product marketing, product and sales teams looks like, and much more.

David Packard, the cofounder of HP, is believed to have said, “Marketing is too important to be left to the marketing department,” so I wanted to see what Lara had to say about that. Enjoy listening!