How Autodesk overhauled its marketing to align for better performance management
Speaking at the MarTech virtual conference, Zoe Marquardt described how the company overcame stubborn challenges. Autodesk faced a challenge with which many marketers are familiar. Teams that were expert in their various disciplines — channel marketing, regional marketing, industry marketing, etc. — had diverged into silos in the absence of a strong marketing performance management program. There was no unified view of how marketing spend affected program goals across all of these initiatives. Overcoming the pain point trifecta In short, the company faced three major challenges: Various marketing teams were…
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