by SEBASTIAN CUERVO AND CRISTINA DAROCA for 42 Slash Every professional marketer eventually gets closer to owning and worshiping a particular number. Number of leads, number of opportunities, MQLs, SQLs, SALs, and so on. Ultimately, it all comes down to revenue, and more importantly, success in marketing is about understanding systems.We had a great conversation with Cristina Daroca, where we went over how she does top-down AND bottoms-up analysis to develop annual marketing plans. Before we dive into the tactical aspects of this piece, this is also an excellent opportunity to reconsider the importance of risk in your marketing campaigns. Risk matters Marketers love being able to…
Marketing Planning & Risk Management.
