This episode features an interview with Stephen Gold, (Previous) Chief Sales and Marketing Officer at SparkCognition, a company providing AI solutions that allow organizations to predict future outcomes, prescribe next actions, empower people, and protect assets. 

In this episode, Stephen discusses experimenting to find the best combination of elements to engage prospects through a long sales cycle. He also dives into the healthy tension between marketing and sales, and how he is thinking about using AI tools in his marketing. 

Key Takeaways:

• Experiment to find the right mix of tactics to engage with prospects and customers. Continue to test and tweak to find the right combination for your prospects and sales cycle. 
• Use AI and other tools with a specific objective in mind; don’t get distracted by shiny new toys with little pragmatic use. 
• Marketers will always be challenged to demonstrate their value to their organization. Even in smaller organizations, this takes a concerted effort and CMOs would be remiss to forget the importance of internal marketing.