When Trinity Nguyen joined lead generation solution UserGems as its Director of Marketing she made a bold move: She got management to move revenue contribution tracking to the marketing team.
“Revenue is the only number that matters to us in marketing,” she says.
In this episode of Tech Qualified, Trinity discusses why marketing should have a front-row seat to the sales lifecycle. At UserGems, marketing takes an active role in listening to sales calls in the pipeline review, and both departments agree on leads before outreach.
They don’t partition the pipeline like MQL and SQL, she says, “We look at the pipeline together. We review our pipeline pretty intensely every single week. It’s all hands on deck.” She notes this collaboration is possible because UserGems is a small company, but they want to maintain that teamwork even as they grow.
She discusses why they’re more focused on LinkedIn than other social channels, and shares how she’s thinking about expanding content operations in the future (hint: They don’t want to create stuff that won’t actually be consumed).