In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Jennifer Leggio to discuss how attribution for marketing and sales needs to change with the buyer journey. Nowadays, it’s extremely important for sales and marketing to work together to achieve the same goal of creating pipeline. However, it would seem many B2B businesses are functioning as if marketing and sales can be accurately measured with the same KPIs. Using the same metrics for marketing as sales will undoubtedly create incomplete or inaccurate data on how marketing contributes to pipeline. Additionally, with how fast the world changes, it’s more important than ever to reevaluate how marketing and sales can tackle the buyer journey and what metrics to judge them by. So what needs to change? Jennifer Leggio is CMO of Netography, and she has been an innovative and tenacious B2B marketer for 23+ years. Her career has focused primarily on the cybersecurity industry, and she has significant experience in communications and growth strategy. Prior to joining Netography in 2022, Jennifer has held several senior marketing positions including as CMO & VP Revenue Operations at Virsec, CMO of Claroty, CMO & VP Operations at Flashpoint, and more. She has also served as an Advisor for MetroSITE Group, LLC, Infocyte, Inc., Glasswing Ventures, and more. You can find Jennifer Leggio on Linkedin. You can watch full video versions of the podcast on our YouTube channel. Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.