October 24, 2018

Ops-Stars: “How to Build Your Own Martech Stack”

Cari Baldwin | General Manager, GreenFig
Written by:

Cari Baldwin | General Manager, GreenFig

September 25th / 26th, 2018

Ops-Stars: “How to Build Your Own Martech Stack”

Cari Baldwin | General Manager, GreenFig

On September 25th and September 26th, Cari Baldwin, GreenFig’s General Manager and Co-Founder, presented two workshops at the Ops-Stars Conference in San Francisco. The Ops-Stars conference focused on how to become successful in sales and marketing operations. It’s for any professional looking to network and expand their knowledge in sales and marketing operations, sales, demand gen, and marketing leadership.

During both of her sessions, Cari focused on helping marketers find out what MarTech options might work best for them:

“Marketers today have a myriad of choices about where to invest their marketing technology dollars. What is the best place to start? And, what should the tech rollout plan be? How can you optimize your tech budget without overspending? With well over 5,000 technology vendors to choose from, it can be overwhelming. In this interactive session, we will review the major players in the marketing automation space and discuss how to build a realistic tech stack by identifying the strategy, goals and the most impactful metrics that will lead to success. We will then create a list of requirements and venture to create our own martech stack”

Here are some great takeaways from her sessions:
  • Start with identifying the problem you are trying to solve and be very intentional about a solutions-based approach in acquiring new technology
  • Build a list of business and user requirements and define your expected outcomes
  • Plan your budget with about 70% going to your core technology, and use the rest to try to gain a competitive edge or explore innovation
  • Create a plan for change management – understand the psychology of behavior and own the journey from “old” to “new



Are you interested in learning the strategy, tactics, and leading technology to start or boost your career in Digital Marketing?

GreenFig offers a 16-week intensive Digital Marketing Science course. We’re accepting applications now. Let us know your interested.

LATEST FROM BLOG

Related Posts.

GreenFig Instructor Teaching AI Technology

We have had a number of conversations recently with founders, CEOs and product leaders who seem to be running into brick walls when selling their artificial intelligence (AI) / Machine Learning (ML)-based platforms and solutions to medium and larger enterprises. Whether the sales cycles extend too long (nine months and beyond) or decision-makers and key influencers aren’t aligned, ultimately, these deals don’t close. And when they do close, they end up closing as very small, limited pilots/POCs without strong internal ownership to get them to next level. At the same time, we also see other AI companies achieving the opposite. Much shorter cycles of three to six months, strong buyer and influencer alignment, and deals close with five, six, or seven-figure contracts, often with multi-year terms and the ability to expand their Annual Run Rates (ARR) significantly. We are seeing a pattern here. In fact, three key go-to-market capabilities play out again and again in the companies that are building category-leading AI businesses. It all comes down to complexity, consensus and connection. First, these leaders manage complexity. Second, they build and sustain consensus. Finally, they enable both rational and emotional connections to the solution and the desired outcome. Here’s how we break it down. Complexity — Manage It, Don’t Sell It We all know that building and delivering AI/ML-based technologies that drive strong, repeatable business results is complicated. In our view, today’s enterprise AI is characterized by three somewhat unique conditions that magnify its complexity:

Thursday, July 19, 2018

GreenFig Education Series Sneak Peek Week 4: Smarter Business Decisions

Introduction to GreenFig Education Series As part of GreenFig’s mission to enable lifelong learning and to accelerate skill development for high demand jobs with our microdegrees in applied business science, we are offering you a sneak peek into the GreenFig experience with our four week Education Series. We provide highlights from the Digital Marketing Science classes taught by Tracy Eiler, CMO of InsideView. She is a marketing pioneer who is passionate about shaping the next generation of marketers. She was recently named a B2B Demand Marketing Game Changer, and is ranked among the Top 30 Most Influential Women in B2B Marketing Technology. Ms. Eiler moonlights as a GreenFig instructor, teaching the same cutting edge topics that she’s advancing at InsideView, including how to align sales and marketing, define total addressable market, and determine ideal customer profiles. We’re excited to offer our blog readers a taste of the job-ready skills our students are gaining this fall to prepare themselves for high-trajectory careers in the digital economy. Putting it together: Turn Total Addressable Market into Closed Deals This is the fourth and final post in a four-part series explaining the concept of total addressable market and providing tips to help you begin identifying, gathering data on, and targeting your company’s TAM. Don’t forget to read part one’s overview of total addressable market, part two’s tips on defining your ideal customer profile, and part three’s tips for turning TAM into your target list. Why are these concepts – the notion of distilling your target market down to the granular level and putting them into practice - critical to growing your B2B business? The answer is simple: ROI. Companies who focus their efforts on these initiatives experience better return on their marketing dollar investment. Put Sales and Marketing to Work by Turning Total Addressable Market into Targets As you look to expand and grow, total addressable market (TAM) is also used to gauge the size of new markets to enter, to justify or expand investments in a current market, or to research new product opportunities. In every case, having an accurate view of your TAM is critical to making the best business decisions. Being able to visualize your market is a bonus that helps with defining and assigning territories, allocating field resources, and focusing marketing efforts. A good example comes from HgCapital, a private equity investor based in London and Munich, who says that “being able to tell a clear story of what truly defines a company’s addressable market is a great starting point for thinking creatively about where to invest for growth”. If, for example, your average contract value is expected to be $25,000 and the total number of potential customers in a market is 1,237, then simply multiplying those two values puts the potential market opportunity at roughly $31 million. If your TAM is inaccurate, even by a small margin, you might make the wrong go/no-go decision. Again, having a “clear story” of the TAM is critical to good decision-making, at every level, from an individual marketing campaign to a strategic business-changing initiative. If you missed the previous installments in this series, you can find them here: Part 1 Maximize Growth by Targeting Your Total Addressable Market Part 2 Ideal Customer Profile Brings Total Addressable Market into Focus Part 3 Put Sales and Marketing to Work by Turning Total Addressable Market into a Targetable List Blog written by Jyothsna Durgados See Tracy in Action GreenFig students not only learn these business-critical concepts, but execute them as well. Our course curriculum includes a mini-internship, providing each student the opportunity to run a real-world marketing campaign for a real-world company. Upon graduation, GreenFig students are then prepared with the skills and experience to make an immediate impact at work. Find out how how quickly you can gain the skills needed to thrive in the digital economy. Drop us a line. Paula Sansburn, COO

Thursday, July 19, 2018

Contact us

Need a quote.