Speakers: Alex Andrianopoulos | John Staples, SBI

how-guidance-software-uses-data-to-drive-their-marketing-efforts

 

SBI Partner John Staples recently interviewed Alex Andrianopoulos, Vice President of Marketing of Guidance Software.  Guidance Software is an enterprise software company. They are the market leader in the ediscovery software category.  More than half of the Fortune 500 are customers of Guidance.

 

Alex_Andrianopoulos-1Click here to hear how Alex:

 

1.  Installed a data driven marketing culture

 

2.  The obstacles to creating a data driven marketing culture

 

3.  Solutions to overcoming these difficult obstacles

 

4.  How to blend intuition and numbers when making marketing decisions

 

Alex is an insightful marketing leader.  Here are some of his quotes from this podcast that might inspire you to listen to it:

 

“A vanilla implementation of marketing automation does not work.”

 

“A marketing department can become overwhelmed with mounds of data.”

 

“Be sure to understand why you are tracking what you are tracking.”

 

We post an interview with one of your peers each week.

ABOUT THE AUTHOR

Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.
Learn more about Greg Alexander >

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.

 

He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.

 

Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.

 

He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.

 

Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.

 

He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.

 

Video:

 

Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.

 

A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.

 

Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.

 

Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

Read full bio >