When a company gets really good at collecting metrics around how campaigns and programs are performing, it can feel pretty satisfying for the marketing team. They understand all the touchpoints in the customer journey, and can continually drive leads for Sales based on tried and tested methods.
That’s where Nanneke Jansen, Director of Marketing Operations at Demandbase, found herself in mid-2016. She had a hyper-focused team that could analyze marketing’s contribution to the funnel.
Experienced Director of Product Marketing with a strong background in B2B Marketing and Account-Based Marketing. I have worked in Operations, Demand Generation and Product Marketing for innovative high-growth companies.
Specialties: Account-Based Marketing (ABM), Product Marketing, Analyst Relations, Marketing Operations, Marketing Analytics, Salesforce, Lead Generation, Demand Generation, Social Media, Direct Marketing, Sales Enablement, Marketing Research and Analysis, Event Marketing
Marketing needs to work on a cash basis so they don’t overspend, or underspend. They need to see Occurred, Forecasted and Committed cash on a real-time basis, whereas Finance’s system tracks by Invoice or POs only. Finance’s System of Record can’t anticipate budget allocations, and reallocations.
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|ID||Event Name||Duration||Start Date|
|UE-996||“GET REAL-WORLD RESULTS AT THE VIRTUAL ABM INNOVATION SUMMIT”||30 Weeks||June 6, 2018|