"Data defends what marketing does." | Brandee Sanders, VP of Growth

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.

Skip to...

(01:33) - Brandee’s background and career path

(05:56) - “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.

(12:31) - Lead volume doesn't mean you're delivering on your promise to your sales team.

(15:44) - Where do you start? How do you tie marketing metrics to business results?

(18:13) - How do you communicate 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 traveled, pandemic cliché.

(32:06) - What do you want people to take away from this conversation?

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