Revenue data defends what marketing does. | Brandee Sanders, VP of Growth, Observe.ai

In our first episode back, Ellen Schwartze (Sr. Director, Demand Gen) interviews Brandee Sanders, Vice President of Growth at Observe.ai. Brandee has connected her marketing programs to revenue data for years, moving beyond MQLs and “Mad Men” creative to tie initiatives to ROI and revenue in order to prove the value of her team and the business. Using data to defend what marketing is doing is a sound strategy during budget cuts, economic slowdowns, or simply assessing which campaigns are really working.

It’s a theme we’ve anchored into this season, and one that should set the tone for any mature marketing team.

Connect with Brandee Sanders
Connect with Ellen Schwartze
Follow Knotch on LinkedIn for a Q&A session with Brandee, live on Sept. 14, 2:30 p.m. ET, or on-demand after.

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Skip to…

00:00 – Introduction
01:33 – Brandee Sanders (VP of Growth at Observe.ai) – background and career path
06:08 – It’s not Mad Men anymore; we need programmatic measuring.
07:01 – What prompted Brandee to dig deeper than the MQL?
09:01 – Data defends what marketing does
11:16 – Remove the junk, stop hiding behind MQLs, and tie your marketing to revenue.
12:34 – Lead volume isn’t quality. Don’t undermine your relationship with revenue.
15:44 – Where do you start in tying marketing metrics to business results?
18:13 – How do you communicate marketing goals and outcomes across your organization?
25:56 – How does growth marketing help a business weather a recession?
27:12 – Lightning round! Favorite marketing campaign, best place you’ve travelled, pandemic cliché.
32:06 – What do you want people to take away from this conversation?