Many companies struggle with finding the right synergy between the marketing and sales departments. Sales is known as the historic revenue driver, but Marketing also plays an equal and commonly unknown role in revenue generation.
On this episode of Moneyball for Marketing, Karen Walker shares her expert insight on how marketing can be viewed as a revenue center, instead of a traditional cost center. This begins with offering the same type of predictability to ease the decision for more marketing investment. Key points include:
The move towards marketing and sales alignment gains traction every day. What type of measurable progress have you seen or are making within your company? Share your thoughts below!
Karen Walker is the Senior Vice President of Marketing at Cisco. Karen leads the global go-to-market organization that manages the outbound marketing of Cisco’s products and solutions, while accelerating sales through Cisco’s sales force and partners. Since joining Cisco she has championed marketing’s role as an accountable business function aligning closely with sales teams and being vital resource to partners. Karen is a board member of the I.T. Services Marketing Association (ITSMA), member of the CMO Council North America Advisory Board, Marketers that Matter Council, Advancing Women Executives (AWE) in Silicon Valley, and CRN’s 2013 Women in the Channel. Karen holds a Bachelor of Science degree with joint honors in Chemistry and Business Studies from Loughborough University in England.