As an executive at Dell, 6sense, and most recently SAP, Teresa Joy has worked with some of the largest B2B businesses in the world. Teresa discusses the current complexity in B2B marketing, such as overlapping tech stacks, the pressure to justify the impact of marketing on revenue, the intricate data landscape, and the ongoing pursuit of perfect attribution, with the wise warning that when it comes to data and attribution models — one size certainly does not fit all.
0:00 Introduction
1:30 A world of complexity
4:34 Make attribution work for you
9:14 Track your account signals
13:26 Align marketing and sales with Account Based Experience
17:27 Keep focusing on the buying committee