Accountability in Experimentation
Learn from Riikka Söderlund, CMO at Katana Cloud Inventory, about holding yourself accountable for intentional experimentation.
We give SMBs the real-time data they need with lovable and easy-to-use inventory software.
Guest Bio
Riikka Söderlund is the chief marketing officer at Katana Technologies, where she is responsible for demand generation and day-to-day marketing operations. From transforming how some of the biggest brands and companies utilize technology in their marketing, to using data driven insights to produce exceptional results for B2B SaaS and media groups, Riikka applies her expertise to holistically design scalable strategies that move the needle for Katana and its customers. Today, her knowledge helps small and medium-sized businesses uplevel their operations, contributing to the $2 billion in annual sales order volume that flow through the platform.
Guest Bio
Riikka Söderlund is the chief marketing officer at Katana Technologies, where she is responsible for demand generation and day-to-day marketing operations. From transforming how some of the biggest brands and companies utilize technology in their marketing, to using data driven insights to produce exceptional results for B2B SaaS and media groups, Riikka applies her expertise to holistically design scalable strategies that move the needle for Katana and its customers. Today, her knowledge helps small and medium-sized businesses uplevel their operations, contributing to the $2 billion in annual sales order volume that flow through the platform.
Episode Summary
This episode features an interview with William Tyree, CMO at IntelligenceBank, a platform that helps marketing teams get brand and legal approved content out the door faster.
In this episode, William discusses his focus on being the easiest company to buy from, the importance of empathizing with buyers, and how customer buying behavior has changed over time.
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
Quotes
“ I have a gazillion other marketing KPIs, of course, but at the end of the day, if we're not driving revenue, then it doesn't matter. I am not a fan of measuring leads or MQLs. Honestly, revenue is the only metric that tells you, did you generate pipeline? Did you reach the right audience? Is your value proposition correct? And is your brand resonating with that target audience? It's the only one that combines all the aspects of marketing.”
Episode Highlights
*(02:42) The Trust Tree: Why Riikka doesn’t believe in the term “marketing strategy”
*(12:53) The Playbook: The importance of content and intentional experimentation
*(31:54) The Dust Up: Becoming a strong internal influencer
*(33:45) Riikka’s Quick Hits
Episodes Transcript
- 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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