Which marketing channels to cut when budget gets slashed?

Sales and marketing alignment fails when teams optimize for different metrics. Kelly Hopping, CMO of Demandbase, explains how shared pipeline accountability transforms B2B revenue operations. She details moving SDR teams under marketing leadership while aligning both organizations to pipeline metrics instead of separate SQL and closed-won targets. The discussion covers implementing weekly funnel reviews and restructuring compensation models to create true cross-functional partnership.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Balancing short-term demand generation with long-term brand health creates constant budget tension. Kelly Hopping, CMO of Demandbase, explains how enterprise B2B companies maintain pipeline flow without emptying the funnel. She outlines the demand creation versus demand capture framework as a bank account model and demonstrates how modern digital brand marketing can drive immediate conversions through QR codes, form fills, and content CTAs while building trust for high-value software purchases.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Sales leaders resist marketing initiatives when they don't see immediate pipeline impact. Kelly Hopping, CMO of Demandbase, shares strategies for building trust with skeptical sales teams while maintaining long-term brand health. She explains how to balance demand creation with demand capture using a "bank account" approach and demonstrates how modern brand marketing can drive measurable conversions through QR codes, content CTAs, and digital touchpoints.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing and sales teams clash over lead quality versus pipeline readiness. Kelly Hopping, CMO of Demandbase, explains why sales teams dismiss marketing's lead generation efforts. She reveals that sales wants fully qualified pipeline with verified budget, timing, and buyer intent rather than raw lead volume. The discussion covers how marketers can shift from vanity metrics like website visitors to pipeline metrics that sales actually values.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Sales and marketing alignment remains elusive despite decades of effort. Kelly Hopping, CMO of Demandbase, shares proven strategies for bridging the costly departmental divide. She outlines three critical alignment tactics: establishing shared pipeline metrics as the universal success measure, restructuring RevOps to report independently from both departments to eliminate territorial data disputes, and implementing AI-powered SDR tools like Reggie for automated follow-up and Nooks for increased outbound volume.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing budgets aren't growing but AI investments are essential. David Rabin, CMO at Lenovo Solutions & Services Group, explains how enterprise marketers can fund AI transformation by cutting underperforming programs. He advocates for breaking organizational inertia by eliminating low-ROI sponsorships, ineffective tools, and wasteful staff allocations to create budget space for AI experimentation. Rabin emphasizes using AI's enhanced targeting capabilities to deliver personalized content that connects with prospects at the right moment.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI adoption faces organizational resistance despite clear competitive advantages. David Rabin, CMO at Lenovo Solutions & Services Group, explains how marketers can navigate transformation barriers. He identifies "order taker" roles as most vulnerable to AI replacement while emphasizing that adopters versus laggards will determine career survival. Rabin advocates for using AI as a copilot to expand role scope and building agents that work in your style rather than resisting technological change.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing teams struggle with AI implementation despite widespread availability. David Rabin, CMO at Lenovo Solutions & Services Group, explains how enterprises can overcome organizational barriers blocking AI adoption. The conversation covers three critical implementation strategies: establishing clear ROI frameworks for AI investments, organizing data infrastructure to support AI workflows, and building internal change management processes to shift teams from manual to automated marketing operations.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Enterprise companies rush into AI implementation without proper strategy or governance structures. David Rabin, Chief Marketing Officer at Lenovo Solutions & Services Group, explains how to build organizational frameworks that enable successful AI adoption. He discusses establishing AI committees for tool evaluation and marketing governance, organizing data infrastructure including product databases and visual identity systems, and implementing Studio AI for automated marketing toolkit generation that delivers faster and cheaper content production.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing teams struggle with AI implementation despite widespread availability. David Rabin, CMO at Lenovo Solutions & Services Group, explains how enterprises can move beyond experimentation to scalable AI adoption. The discussion covers three critical implementation barriers: calculating ROI on untested processes, organizing enterprise data for AI consumption, and developing internal AI deployment capabilities across marketing and IT teams.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.