“One of the most critical pieces is to audit your existing team for their capabilities, and frankly, for their weaknesses and any gaps you may have within your team in terms of experience and expertise. The first thing to do is to understand what you're working with.

The other thing you need to do is audit the tools you have available to you in the marketing team, your marketing stack, and how that integrates with sales. My view is success comes on the heels of a great partnership between sales and marketing. It would help if you made sure that not only are you having the conversations and you're consistent on what you're saying about the company and when you say it, but also that your systems support that integration.

The third thing I'm thinking about is how you're reporting on marketing. 

The last essential thing is understanding the role of marketing in your company. You need to understand the dynamics that come with that to effectively make shifts and changes in the company's direction, the direction of marketing, and how that plays together.”

- Melissa Blanken, Chief Marketing Officer, GridPoint

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