For this 51rst episode, I had the chance to chat with Spencer Marlow, Marketing Director EMEA at Anaplan, an NYSE-listed SaaS company specializing in business planning and data visualization. 

In this episode, we talked about:

• The importance of consolidated data and connected planning
• What data matters and should matter to a CMO?
• Internal and external data
• The questions you ask your data are the answers you’re going to get.
• How to link brand engagement to pipeline growth
• How to mix Account coverage, engagement/intent data, and lead-scoring data to show the impact of marketing on the bottom line
• What’s new in marketing metrics
• The importance of accountability and common language when it comes to marketing metrics.
• Less is more when it comes to data (the example of email marketing and the unique focus on CTR)
• The data you should measure is what really makes a difference for the business
• Building data tools and keeping a minimum amount of dashboards
• How marketing metrics can be liberating

Spencer is a highly accomplished B2B Marketing professional, with 20 years practitioner experience in IT/Technology marketing, including 4 years agency side.