Today’s guest is a long-time sales and marketing leader with over three decades of experience at really cool companies like Altiris, InsideSales.com, and Cybersource. Jeff Fowler is the Vice President of Global Marketing and Demand Generation at Tradeshift. Jeff joins Host Chris Mechanic for a great discussion of the negative impact of subjectivity in decision-making, why marketing and sales alignment is critical, and how to lead a global marketing team.   Takeaways: When leading marketing meetings, do whatever you can to reduce subjectivity in the discussion. Keep the decision focused on the data and the goal while eliminating opinions as much as possible.  When you are able to remove subjectivity from a decision, you will be able to reach a decision faster and it will more than likely be the right decision to reach the intended outcome. A key factor in limiting the influence of subjectivity is how well you compile your data and how clearly you present that data. Without a strong presentation of the data, its impact can be lost and it is often disregarded in favor of someone’s opinion. Informed marketing decisions require accurate, up-to-date data to be provided by the marketing operations team. That data should be the driving force behind marketing discussions. Companies with SaaS products should build a partner ecosystem that enables them to find synergistic relationships with their partners to the point where their combined efforts produce greater outcomes than either could alone. Although it requires effort, one of your top priorities as a marketing leader is to ensure alignment between the SDR (Sales Development Representatives) team, the marketing team, and the sales team. Find and fix the issues they face from working with each other.   Quote of the Show: “We're literally a global team and I love getting together with my team on Zoom calls to wrap on what we've got coming up and what's going on from a marketing perspective” - Jeff Fowler   Links: LinkedIn: https://www.linkedin.com/in/jsfowler/  Tradeshift website: https://tradeshift.com/    Shoutouts: Avinash Kaushik - https://www.linkedin.com/in/akaushik/  Multipliers by Liz Wiseman Good to Great by Jim Collins Think Like A Monk by Jay Shetty   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo  Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560  Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz  iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/VKCzFScRk9M    The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/    The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/