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What to Do When Branding Becomes a Dirty Word

January 10, 2018
Drew Neisser
for AdAge

Her marching orders, like those of just about any new b-to-b CMO especially those with tech-oriented products, were to drive demand. "Just fill the pipeline, keep sales happy and you'll do fine," advised her peers. Yet for Juliette Rizkallah, recalling her first few days at SailPoint back in March of 2015, this tactical approach felt insufficient. Her past experience pointed her to the critical need for both brand building and demand generation if she and her organization were truly going to cut through.

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