Why Marketers Must Shift from the Funnel to the Flywheel

In this week’s episode of the Demand Gen Visionaries podcast, we hosted Chandar Pattabhiram, CMO of Coupa and former CMO of Marketo. Chandar has more than 25 years of experience in strategic marketing and management consulting. As CMO at Coupa, he is responsible for driving all aspects of worldwide marketing including strategic segment marketing, product marketing, growth marketing, and corporate marketing.

Chandar Pattabhiram joins us on the latest Demand Gen Visionaries podcast episode

Tune in to the episode to hear Chandar break the mold on how marketers think about demand generation today, including:

Want to skip ahead to the highlights? Check out these can’t-miss moments:

Episode Highlights

(6:30) Out with Demand Generation, in with Revenue Generation, Growth Marketing, and the Flywheel

(8:33) How Marketers Find the Fastest Path to the Most Dollars

(11:05) The Flywheel vs. The Funnel

(13:37) How Chandar Structures a Growth Marketing Team

(16:16) The Value of Adoption Marketing

(18:47) How to Build an Effective Adoption Marketing Strategy

(22:41) Chandar’s Uncuttable Marketing Budget Items

(29:07) A Look Inside the Adoption Marketing Playbook

(35:11) How to Shape a Transformation

(40:36) Chandar’s “Dust Up”

(42:11) The Website is the Most Strategic Weapon in Marketing

(43:02) Quick Hits: Getting to Know Chandar

Episode Quotes

“I don’t use the words ‘funnel’ or ‘demand gen.’ We call it revenue marketing, because why do any marketing unless it’s for revenue?”  
“Your job in marketing is to find the fastest path to the most dollars for the sales organization. That’s the guiding principle at the end of the day.”
“Advocacy marketing is not them advocating for you, it’s you advocating for them. If you’re doing it well, you’re showcasing how your customers are driving transformational change in their organizations.”
“Your best salesperson is your customer. if you’ve done a good job of driving value, they’re going to do the selling for you.”
“I view our website as the most strategic weapon in marketing...I view it as a vehicle for conversation, not just one-way information dissemination. It can be a vehicle to start a conversation and move it forward in the journey. It’s an important asset for us in that way, and it’s a top lead-generation tool as well.”

Ready to hear from more Demand Gen Visionaries? You can subscribe and find all episodes here.

Posted on
September 22, 2020
Megan Guy

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