In this episode we chat with Jillian Dixon, Director of Demand Generation at Sprout Social, about Marketing Ops.
We discuss attribution, brand vs. performance, managing revenue teams, product-led growth, and the fallacy of "dead" things in marketing, among other subjects.
Brand vs. Performance. (2:10)
Sales and marketing and the lead scoring process at Sprout Social. (4:05)
Lead scoring model at Sprout Social. (7:00)
Are MQLs dead? (8:50)
Brand and Performance teams at Sprout Social. (12:10)
Trial funnel vs. Sales funnel and how to balance them. (15:40)
What does attribution look like at Sprout Social? (17:40)
How going public changed marketing at Sprout Social. (19:10)
Controversial marketing conversations on socials (20:35)
Sprout Social's evolution from self-service to outbound efforts. (23:40)
Conversational forms and why forms might be enough. (26:35)
What is the actual job of marketers? (30:30)
Is ABM a buzzword? (32:30)
What is Product-led growth? Does it make sense? (35:30)
We hope you enjoy it!
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