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 discusses staying accountable for intentional experimentation, how she invests in talent and why she dislikes the term “marketing strategy”.
Key Takeaways:
Quote:
“ 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 Timestamps:
*(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
Sponsor:
Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
Links:
Getting Crafty as a Lean, Mean Team
Where to Play and How to Win
Showing Up for Customers Through Your Product
Strategically Organizing Your Own Customers
The Niche Media Approach
Bringing Value at Every Stage of the Customer’s Journey
The Future of Gifting is AI Enhanced
Defining the Enemy When Rebranding
Brand as the Hub of Your Go-To-Market Approach
The Customer Journey Isn’t a Funnel - It’s a Spiral
The Venn Diagram of Content Marketing
Part 10: Top Marketing Leaders Share Their Most Uncuttable Budget Items
Brand as a Competitive Advantage
Strengthening Your Sales Relationship
Using Incentives to Drive Impact
Be the Easiest Company to Buy From
Investing in Community and Relationships
Being the “Voice of” and “Voice to” the Market
Using Neuroscience to Understand Your Customer
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