Iris Chan is the Marketing Director at Seismic for the Asia Pacific (APAC) & Japan. She has a vast experience in building, leading, and nurturing global marketing teams. She is a keynote speaker and author. She shares from her valuable experience what are the key ingredients to bring a marketing team together, how these marketing teams enable growth spurt in b2B organizations in specific. She also sheds light on how cohesive marketing teams benefit organizations and customers in having an immersive product experience. The essential five qualities she speaks about are: Marketing and sales alignment with a collaborative mindset: Iris shares how great marketing teams have managed to double the revenue of the organizations. According to her, a central repository of content that becomes a single source of truth for both marketing and sales, which can not only help align sales and marketing but also have synergy in customer experience or buying experience. Focus on personalized and connected buyer journey: Great teams create buyer journey from initial customer contact to closure of the deal. Marketing automation tools are a significant part of creating these journey maps. Customer journey maps enable faster, personalized, and connected buyer experience while affirming to brand compliance. Use Insights to optimize customer engagement and marketing operations: High performing teams improve performance through insights. It enables marketing teams to know what resonates with the prospects, tailor conversations, drive better engagement, and optimize the content through efficient operations. You can deliver the right content at the right time. Great teams create predictive content that is relevant to the buyer. It allows you to recommend the right content to the buyers, improve success ratio, and replicate success. Measure marketing contribution to revenue: Great teams that measure the metrics that matter the most, not the vanity metrics, like more than a lead generated to revenue generated through marketing because 40% of marketing budget goes to content development. Adapt resilience in storytelling: Good team works as a unit; they can pivot as the situation changes unexpectedly. You have to become a great storyteller. She also shares vital team-building exercises that build synergy like virtual knowledge sharing sessions to create synergy and enhance the overall skill of the team. Iris also sheds light on hiring great marketing teams based on the stage of the business.