Mark Tack

What the heck is "fracking the enterprise"? It's ways to think about and plan ABM programming designed specifically to connect buying team members and connect into new buying centers so more revenue can flow from your target accounts. Join us for this fun session where my colleague Kate Jacobsen and I talk through intent data- and content-driven methodologies we're using to create better opportunities and more of them in high-priority accounts. Think data, content, and #buyinggroups. #ABM #revenueprocessoptimization Evan Liang Jeremy Schwartz Terry Flaherty

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🤩 Yeah, baby. Go-to-Market going mainstream! 🤩 🏆 Finally, getting the attention it deserves. GTM is evolving from a one-time new product launch to how a company operates every day - essentially becoming the company's operating system, unifying the X-functional teams working as "one team" focused on revenue growth and a great connected user experience— no more finger-pointing. 👉 👈 Yep, Marketing and Sales, we have all been guilty of this when the going got rough. 🥺 It has been a long road in Product Marketing, with many bumps and bruises along the way. 🤕 GTM is definitely "BetterTogether"! ☮️ ☮️ 🩷 🩷 🥂 Sangram Vajre, @Bryanbrown, and Lindsay Cordell have led the charge at  GTM Partners for the last 3 years 🔥 🔥 , redefining the future of GTM, making it simpler with Sangram's new book "Move" the 4-question GTM framework and a repeatable system with its innovative GTM OS (Operating System) that connects strategy and execution. Congratulations to all the 2024 GTM OS all-stars !!! 🤩 🏆 💪 I am excited to be part of the GTM OS movement as a GTM Partners certified advisor helping B2B CEOs, Founders, CMOs, CROs, Revops, and CS transform their GTM and align 🎯 their teams to accelerate growth. And yes, all of it sprinkled with a bit of "Better Together" good vibes. ☮️ Are you ready for 2025? Up your GTM game: 🔍 Take the free MOVE 4-question GTM assessment online (takes 5 minutes) https://lnkd.in/gCRw6fXm 📕 Buy the book https://a.co/d/iGXlOXk 💪 Consider getting your team GTM OS certified https://lnkd.in/gERTCj3x 🔥 Want to know more - feel free to book a time with me https://lnkd.in/g7MipHP7 Join a CXO roundtable on Nov 21st at 10 PST on GTM challenges for 2025 - DM me if you are interested in participating. Claude #GTM #GTM Better #ProductMarketing #2025planning

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2024 has already proven to be a transformative year for partner marketing. Our joint opportunity is massive, and we—in ServiceNow Global Partner Marketing—are all in. As we scale to $20B in revenue, your expertise and co-creations are a key driver to our joint success! We know you’re focused on getting to market faster¾and building your business. And we want to make it even easier for you to work with us and get your job done. We’re committed to elevating the partner marketing experience to give you immediate access to the strategies, programs, and campaigns that’ll help you create the demand to get there. Join me at the Global Partner Marketing booth at Knowledge 2024 to learn more about all we’ve done … and all that is to come. We’re ready to answer your questions, get your feedback, and explore what we can accomplish in 2024 and beyond. Here’s a quick sneak peek … Discover and learn Gain full access to everything our partner marketing teams offer—in one place. Our new digital front door will help you find the right programs, strategies, tools, trainings, and resources—when and where they’re needed. Our new Partner Marketing Institute offers in-depth training—from strategy to best practices—to hone expertise and maximize our joint marketing ROI. Create and customize Spend less time building—and more time doing. Campaign Creator will allow you to access turnkey, curated campaigns that are easy to co-brand and customize, so you can create excitement in the market. And when custom content—or extra support—is needed, access our Demand Center to leverage a marketplace of ServiceNow-vetted and trained vendors to speed up timelines and make procurement processes simpler. Engage and connect Grow pipeline and accelerate opportunities with new and existing customers through programs that maximize impact. We’ve made it easier for you to launch awareness and demand campaigns on leading-edge topics. And our impact is amplified when we leverage various incentive and recognition programs—whether it’s Partner Development Fund co-funding, grants for partner award winners, or exclusive assets for specialization partners. Knowledge is just around the corner, and I’m thrilled to connect with you in Las Vegas at the Partner Pavilion to demo new experiences and tools that will help us grow together.

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Expand profit margins and reduce risks using Syncron Contract Price: Featuring dynamic pricing, streamlined approvals, and consistent profitability. Recognized as a leader in the IDC MarketScape and honored by Frost & Sullivan, learn how Syncron Contract Price can boost your income today! #PricingStrategy #IDCMarketScape #TechnologyLeadership

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If your in marketing you're responsible for events (in one way or another) I have had to work closely with sales to ensure that we get the most value out of events we commit to doing. Sometimes it worked - sometimes not so much.... 🤦‍♀️ If you want to get better at aligning with sales and engaging the right people - before - during, and after your event - join today's (1PM) webinar where 🔶🔸Mason Cosby🔸🔶 from Scrappy ABM will share his ABM Activation Plays to help you get more ROI 👉 http://bit.ly/3X1peCa #ABM #eventmarketing #demandgeneration

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ABM shouldn't break the bank for you to get started. If you want to use ABM to make your event programs better without a huge hit to your budget you will want to join us on June 20th, 2024, to hear 🔶🔸Mason Cosby🔸🔶, Founder of Scrappy ABM discuss how to build ABM around your events to increase engagement, drive opportunities, and deliver more revenue. 👉 https://bit.ly/ABMWBN   What we will cover: 🎯 Identifying high-value accounts that are a fit for your business 🗨 Tailoring high-value content that provokes questions and provides answers   🤗 Create one-to-one interactions that are meaningful & memorable 💲 Efficient resource allocation to maximize event ROI You will learn how to create impactful engagements to convert prospects into customers. 👉 https://bit.ly/ABMWBN #accountbasedmarketing #abm #eventmarketing

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🚀 ELEVATE YOUR GAME: ABM IN ACTION 🚀 In this #LevelUp webinar, B2B marketing experts Brian Pesin from Sift, Jordan Rochester from CivicPlus, and Kerri Krovitz Martinek from Sandler share invaluable insights on overcoming hurdles and implementing successful account-based marketing strategies. Some key takeaways: ✅ Begin with small initiatives and expand gradually. ✅ Regularly enhance your strategy. ✅ Encourage strong collaboration between your marketing and sales teams. ✅ Leverage data and intent signals to engage promising accounts during the early stages of their buying journey. For additional insights and further recommendations from their talk, continue reading here: https://okt.to/jaIiBA

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A common trend we are seeing with clients migrating from #Eloqua to #AJO, Stefan and Jack are our resident experts on this especially as it pertains to #B2B. Here is a great blogpost on this topic for anyone considering this migration: https://lnkd.in/g-z8mXne #Oracle #Adobe #Blog #Softcrylic #B2B

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It was great to talk to MarTech Series on debunking the most common B2B marketing myths, how CMOs can partner effectively with sales, why leaders need to be thoughtful with AI, and some of the marketing strategies we use at HashiCorp. Read the full interview here: https://lnkd.in/gEmyJk3u 

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I'm excited to have joined Kelly Hopping, CMO of Demandbase, on the NexGen CMO podcast! We had an insightful conversation about the power of partner marketing and its potential to elevate emerging growth companies by building credibility and extending reach.   Standing out is crucial when it comes to technology partnerships. Kelly and I discussed the importance of having a clear differentiation and value proposition when approaching partnerships. It's all about making it easy for your partners to promote your brand effectively. Check out the full episode at the link in the comments.   Thank you, Kelly, for the engaging discussion and the opportunity to share our thoughts on what it takes to succeed in partner marketing. #CMO #PartnerMarketing #BrandStrategy

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Two weeks after wrapping up my first Pavilion GTM conference, a few powerful takeaways are still top of mind and influencing my planning for next year: Ever Evolving GTM: The need for a new GTM approach in B2B couldn’t be clearer. Shorter tenures are causing a loss of institutional knowledge, complexity is demanding tighter cross-functional alignment, and GTM efficiency has dropped by 58% since 2019. With rising capital costs, execution and efficiency are more critical than ever. As hard as it is aligning teams and sweating the details on performance and being in the same boat is ultimately what will lead to success or failure. As always enjoyed the sessions from Winning by Design and 🐶 Jacco van der Kooij, GTM Partners and Sydney Sloan was my favourite presentation on technical marketing campaigns and first team mindset. Is AI the Next Big Thing or Everything? Analyst Benedict Evans delivered a compelling talk on AI, illustrating that while interest is sky-high, actual applications are still limited. A consistent theme was the importance of exploring AI’s potential, given its fast-evolving role, especially as scalable use cases emerge and I am really excited to see more from Amanda Kahlow and 1mind. Sharing Success, Showing Humility, and Directness: A big takeaway was the authenticity shown by leaders like Benjamin Samuels and Kim Scott, and Square’s Tom Hanrahan, who openly shared their journeys and challenges. Their openness underscored that humility, candor, and success can, and should, coexist in leadership. And I got a selfie with my hero too thank you Kim! An inspiring experience and community I’m grateful to have been a part of Thanks Sam Jacobs and Kathleen Booth and team. #GTM #marketing #b2b

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"The industry’s growth, once fueled by a relentless drive for innovation and differentiation, now sputters as most companies have what they need (and if they don’t, they’re making do). Average marketing budgets have fallen to 7.7% of overall company revenue in 2024, down from 9.1% in 2023, according to Gartner’s latest annual CMO Spend Survey. CMOs are living in an era of less." This article by Gene De Libero, CCXP caught my attention because it captured data around feelings I've had as I chat with various folks across the industry who have seen cutbacks across the board. This leads to a focus on customer retention and expansion, or chasing "differentiators" that come up in the tech hype cycle (hello again AI, and don't forget Crypto). Of the strategies outlined in here, I personally favour the education and thought leadership approach, but overall there's a strong play here in the strategies for composability and the ability to "add on" to the stack you already have.

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This question was very revealing of where CSMs are headed in their roles: When asked what training would make them more effective, the top three answers are hard business skills - analytical (forecasting, data, outcome tracking), business (metrics and business strategy), and commercial (negotiating and selling). Lots of great learnings on the state of CSMs.  

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90% of an organization’s customer data is trapped in unstructured formats like PDFs and emails. Data Cloud Vector Database is now generally available to help businesses unify and unlock the power of this unstructured data to: 👉 improve prospecting 👉 respond quicker to sales RFPs 👉 personalize sales outreach and customer engagement 👉 efficiently manage customer requests 👉 improve cross-sell and upsell recommendations 👉 proactively resolve issues Learn more:

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RevOps pros know the importance of RevOps Data Quality, but even they struggle to find simple places for the organization to get their head around where to start. 💥 Compromised data can lead to a 10% dip in revenue! Explaining such a significant loss to stakeholders is no small feat. 😬 Begin with addressing the inefficiencies in your funnel to gain approval from top management. Establish the groundwork, and our manual will assist you in demonstrating its importance to the C-suite. https://gag.gl/sXrl8i #Data #Revenue #RevOps

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🌟 It was great to chat with Chrisley Ceme, Revenue Director at Senders, on the CRO Initiative podcast for a deep dive into the world of AI, marketing, and the role of fractional CMOs. We covered a lot of ground, including: 📈 What it means to be a fractional CMO in today’s AI-driven landscape – supporting companies (especially B2B SaaS) to integrate AI into their existing tech stacks for real, scalable results. From aligning CRMs and CDPs to using generative AI to create hyper-personalized outreach at scale, there’s a whole new world of marketing potential out there. 🔧 The tools and channels we’re finding most effective – scraping tools like Apify, automation tools like Zapier and Make, and prospecting platforms like Apollo and Clay are a few that I’ve seen make a huge difference. Knowing how to align these with demand generation efforts and CRM systems can turn lead gen into a powerful engine for top-line growth. 🎯 Demand generation and lead gen through AI – We discussed the importance of smart targeting and data enrichment. High-quality, focused outreach is more important than sending mass emails – especially if you want to avoid the dreaded “spam” label. AI now allows for super-personalized campaigns that were previously only possible for Fortune 500 companies. 👥 Balancing technology and human expertise – AI is great, but knowing how to add a human touch remains essential. Investing time on infusing LLMs with personality and context are vital for making that authentic connection with prospects. 💡 One takeaway I’d love to share: If you’re working in B2B marketing, especially in tech, this is a “gold rush” moment. Those who stay agile and adaptable are the ones who’ll thrive. Thanks, Chrisley, for an insightful conversation! Looking forward to seeing how the CRO Initiative continues to explore the future of marketing. 👏 Watch the first part here: #AI #Marketing #FractionalCMO #DemandGen #CCROInitiative #B2BSaaS #LinkedInFamily #Automation #TechIntegration

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