Joanne Schofield: Build a Marketing Plan That Generates Pipeline

Shahin Hoda chats with Joanne Schofield, Director of Marketing, ANZ at The Access Group, about how marketers can build a plan that generates a pipeline. 

Joanne advises marketers to start with their organisation’s business objectives. She then recommends working backwards from the company-wide revenue growth projections to develop a realistic target and a plan for the marketing team. 

During the conversation, Joanne also talks about important considerations while building an effective marketing plan such as the role of SDRs, product marketing, historical conversion rates and handling marketing sourced versus marketing influenced revenue.

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