Marketing is responsible for greater and greater amounts of the sales pipeline these days. Whereas in the past, a corporate marketing department’s goal was to “hand off” to Sales once an account was qualified, that line has become blurred, if not entirely eliminated. René Bonvanie, CMO of next generation firewall producer Palo Alto Networks, is a successful evangelist of the use of data science in corporate marketing. Calling it a “crime” for marketers not to use marketing analytics on the rich “data lake” available to them, and predicting that CMOs will spend more money on IT than CIOs in a few years, René shares with Moneyball for Marketing how marketing analytics produces often surprising insights that dramatically increase revenue. Here are a few of the lessons shared:
René Bonvanie is the Chief Marketing Officer of Palo Alto Networks. Palo Alto Networks creates and sells the next-generation firewall. They are leading a new era in cyber security by protecting thousands of enterprise, government, and service provider networks from cyber threats. René has 25+ years of product marketing, business development, and general management experience in the high-tech industry, having previously held executive positions at Oracle Corp, Symantec, Business Objects, SAP, Salesforce.com, and Serena Software. He is also currently serving as a board member for Servoy, Mintigo and Acronis.
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Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on Twitter, LinkedIn, Google+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.