This episode features an interview with Riikka Söderlund, CMO at Katana Cloud Inventory, a company that provides SMBs with easy-to-use inventory management software, to get them the real-time data that they need.

In this episode, Riika Söderlund discusses staying accountable for intentional experimentation, how she invests in talent and why she dislikes the term “marketing strategy”. 

Key Takeaways:

• Experiments should improve results and should fit within goals. Including experiments in your overall budget, instead of pulling them into a separate, “experimental budget” keeps you accountable. 
• Talent development is an uncuttable item and marketing leaders should align individual growth aspirations with company goals. 
• Being right isn’t always enough. Marketing leaders need to be strong internal communicators and influence opinions to get the right results.

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