In our July Expert Session, Chris Walker was joined by Tom Wentworth, CMO @ Recorded Future, to talk about GTM programs and Marketing ROI. Their discussion focused on guiding marketers aspiring to senior roles, offering rich insights into account selection, demand creation, and the relationship between marketing and finance. Tom emphasizes the importance of narrowing down account focus, even for large enterprises, suggesting that a smaller, targeted set of accounts can yield better results. They dig into practical challenges and solutions in demand creation, attributing their lower cost per opportunity to a more strategic allocation of marketing spend. Tom’s advocacy for direct mail as a unique, effective tactic highlights an often-overlooked channel. Moreover, the value of robust financial relationships, notably with the CFO, and the innovative use of a news organization to drive engagement and brand authority are discussed in depth. Then, they spent time on listener questions, going into the specifics of Direct Mail tactics and messaging.

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