Chief Growth Officer and Chief Marketing Officer discuss how to transition to a data-driven business and how to navigate the sales and marketing data mess.

Today’s interview is a special one, we have two guests on SBI TV – a marketing leader and sales leader – you’ll learn they’ve teamed up to tackle data siloes and make data-driven decisions.

 

We are joined by Jill Rowley, former Chief Growth Officer, and Sarah Kennedy Ellis, Chief Marketing Officer, for Marketo, a software company that provides marketing automation software focused on account-based marketing.

 

Click here for the podcast version of this interview.

 

Segment 1: Biggest Data Challenges for Marketers

  • The 3 biggest data problems for marketers. minute 2:28
  • Developing new muscle – data driven sales. minute 4:09
  • Working with the rest of the C Suite. minute 5:48 

     

Skip to minute 5:10 to hear about a critical challenge that falls on sales leaders to solve: 

 

” It frightens me the reluctance still that exists at a rep, director, VP level to put data into the CRM system. If you can’t get the data into the system, then you can’t analyze the data…” 

 

Segment 2: Turning Data into Insights & Actions 

  • Getting the data needed to align marketing and sales. minute 8:55
  • Three steps for detangling the data spaghetti. minute 10:57
  • Leveraging martech to extract insights. minute 15:44

     

Skip to minute 12:34 to watch Sarah explain why talent must be at the helm of technology:

 

“I think you have to have the right people. In my world of marketing ops, I need the people who can go in, run to the fire,  problem solve, and identify where there are issues or challenges and how to resolve those…” 

 

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ABOUT THE AUTHOR

Matt Sharrers

Leads the firm's focus on the CEO’s role in accelerating revenue growth by embracing emerging best practices to grow revenue faster than the industry and competitors. 
BIO
ALL PEOPLE

Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.

 

Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.

 

Prior to joining SBI in 2009, Matt spent eleven years leading sales and marketing teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.

 

 

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