Marketing: Unlocked! �‪�‬ Jessica Walker/MEDDICC Media

In this episode of Marketing Unlocked, Jessica is really among her people as she is joined by Emma Davies and Ruta Sudmantaite, hosts of the podcast, Blame It on Marketing. 
Emma and Ruta share their podcast origin story, and their individual routes to marketing. They give their tips on getting back to a baseline with marketing strategy, and how best to build a relationship with sales (and how to deal with people who just blame everything on marketing). 
This episode contains some hard truths about marketing that the LinkedIn gurus might not appreciate, but that bring a realistic and refreshing perspective on marketing that will leave you laughing. 
ABOUT EMMA AND RUTA
There are two elements Emma loves when it comes to Marketing; the data that helps marketers to improve the performance of Marketing and supporting buyers to make their lives easier.
She started Advocitude over four years ago now, and to start with it was an outlet for her to write about Customer Advocacy and Community. It soon became a business that has supported many B2B companies to do good Marketing that's backed by data, aligns to their ICP and has supporting the buyer at its core.
As a fractional CMO at Sudmant, Ruta helps B2B businesses reach their next revenue goal with inbound marketing strategies that build their brand and generate leads. She has worked with clients ranging from small tech startups to unicorns and public companies, using her experience and passion for marketing to create impactful campaigns and content.
She is also a co-founder of Lava Metrics, a software solution that gives HubSpot users new reporting powers to set and track their pipeline goals, conversion rates, and historical snapshots. They are currently on pre-sale and offering a 50% discount for data pioneers. 
ABOUT MARKETING UNLOCKED
Marketing Unlocked, hosted by MEDDICC CMO Jessica Walker, is where marketing meets the wider GTM team, discovering how we can deliver value at all levels. Across three series of discussions, Jessica dives into the good, the bad, and the ugly of MEDDIC, marketing, and beyond.

In this episode of Marketing Unlocked, Jessica reunites with her former mentor, Peter Sumpton, founder of buildDifferent marketing agency. 

Marketing ties into everything the business does, so it’s essential to have a clear marketing strategy with clear goals to be the most effective. Peter shares a few examples of how that can be done, as well as some of his favorite marketing campaigns.

Never underestimate the power of a generalist marketer! Jessica and Peter discuss why they think generalist marketing deserves more love, and Peter explains why he thinks taking a more generalist approach to personas is more impactful. 

Including key moments from Peter’s career, and the tips he has for all marketers, this episode is a must-listen!

ABOUT PETER:
Peter is a freelance marketing consultant and problem-solver for those who build, create or educate! 

Peter started out running Marketing Study Lab, a business aimed at providing low-cost marketing qualifications. Today he is the founder of the buildDifferent marketing agency - an agency primarily specializing in helping businesses within the construction industry. 

Away from work, Peter is an avid Liverpool FC supporter and also a fan of FL, Lego and Alan Partridge among other things! 

ABOUT MARKETING UNLOCKED:
Marketing Unlocked, hosted by MEDDICC CMO Jessica Walker, is where marketing meets the wider GTM team, discovering how we can deliver value at all levels. Across three series of discussions, Jessica dives into the good, the bad, and the ugly of MEDDIC, marketing, and beyond.


DISCLAIMER
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People-first is the future!
That’s what Tack’s co-founders, Mark Kilens and Nick Bennett, share with Jessica in this episode of Marketing Unlocked. They built Tack around six people-first Go-To-Market principles - conveniently spelling PEOPLE. If you want to find out exactly what those are, this is definitely the episode for you.
Tack’s goal is to spread the word about people-first GTM. What people don’t realize is that sometimes it can be as simple as clearly listing prices on your website, and makes things a lot easier for everyone involved. 
Mark passionately believes that the most important thing when teaching anything is to do it first, which is why the people of Tack bring years of experience to what they do and how they engage with their customers. 
Check out this episode for an excellent introduction to people-first GTM strategies.


ABOUT MARK AND NICK: 
Mark Kilens is the CEO and Co-founder of TACK, a media network and go-to-market firm helping businesses create, capture, and convert demand into revenue. He previously was CMO of Airmeet, where he oversaw the global marketing team responsible for brand, demand, lifecycle, and product marketing.
When he’s not at Tack, Mark enjoys plenty of steak and lobster, a round of golf or two, and loves being on snow or in the ocean.
Nick Bennett, TACK's Co-Founder and Chief Customer Officer, is a veteran marketing professional with a decade-long career in the tech industry. His forte lies in formulating go-to-market strategies, advocating a people-first approach to foster meaningful connections and spur revenue growth.
He co-founded ClubPF as part of TACK's initiatives, promoting people-first strategies. He also hosts The Anonymous Marketer Podcast, discussing pressing B2B marketing issues.
Off-duty, this Boston-based marketer enjoys playing baseball weekly and cherishes time spent with his three daughters.
ABOUT MARKETING UNLOCKED:
Marketing Unlocked, hosted by MEDDICC CMO Jessica Walker, is where marketing meets the wider GTM team, discovering how we can deliver value at all levels. Across three series of discussions, Jessica dives into the good, the bad, and the ugly of MEDDIC, marketing, and beyond.

In this debut episode of Marketing Unlocked, Jessica is joined by experienced enablement professional Nina Sandy. Having recently founded Araña GTM Consulting with colleague (and friend of MEDDICC) Wendy Bissonnette, Nina is dedicated to breaking down silos and encouraging collaboration between Go-To-Market teams. As she says, Go-To-Market encompasses everybody! 
Jessica and Nina talk about how MEDDIC as a common language acts as a foundation for GTM collaboration, because it’s not just the sales rep who gets the contract signed who matters, it’s everyone involved at every stage. Everyone in an organization has a role to play in driving success, even if they don’t see it. 
Nina's insights will transform the way you think about sales and marketing cooperation. Tune in to learn how to foster a culture of collaboration and elevate your Go-To-Market strategy!
ABOUT NINA SANDY
Nina is co-founder of Araña GTM Consulting and has a wealth of experience in global scaleup and large multi-national Enterprise, Cloud, and SaaS organizations. She has a proven track record in enablement and focuses on achieving the desired results - incorporating innovation, creativity, and a growth-mindset.

ABOUT MARKETING UNLOCKED
Marketing Unlocked, hosted by MEDDICC CMO Jessica Walker, is where marketing meets the wider GTM team, discovering how we can deliver value at all levels. Across three series of discussions, Jessica dives into the good, the bad, and the ugly of MEDDIC, marketing, and beyond.