RV E50 - The Power of an Experimental Mindset in Marketing | Bitesize B2B Marketing with Stephen White
GTM Live
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How to Incentivize Experimentation in Your Marketing Team
Leaders can encourage experimentation within their teams by recognizing that every single behavior on your marketing team is driven around how you set KPIs and then develop attribution. Once you recognize that it's almost like sales team comp and spiffs right you can like dictator incentivize behaviors to your sales team for what you want them to do right. The same thing in marketing doesn't actually have to be incentive or financially driven just by changing the KPIs and the attribution modelYou can open up the ability to use certain activities that most companies restrict based on the attribution models that they use in their company.
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