On-Demand Webinar

Winning by Design Shares How to Convince Execs to Update Their Thinking about ROI

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Megan Heuer, Managing Director, Winning By Design

We created a monster called the MQL. Now how do we get rid of it? For so long, we focused so much on net-new marketing sourced demand, we’ve made it really hard to update our measurement to match marketing’s updated, broader contribution to the business.

In this session you’ll learn:

  • How to change the way we explain marketing’s contribution and communicate effectively with an executive audience
  • How to link marketing measurement to strategic business goals while still using it to diagnose tactical improvement opportunities


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