Leading with Data: Transformative Approaches in Sales and Marketing

On this episode of the Data Driven Podcast, host Chris Detzel interviews Eric Cross, Chief Revenue Officer at master data management company Reltio. They dive into Eric's data-influenced approach for aligning go-to-market strategy across sales, marketing, customer success, and enablement.

Eric emphasizes the criticality of unifying cross-functional teams around priority data points, metrics, and plans before analyzing data for actionable insights. Marketing and sales played a pivotal role in spearheading a transformation at Reltio. They encountered a crucial situation where inconsistent pipeline data highlighted the necessity for a radical overhaul of Reltio's demand generation engine, transitioning it into an ABX model.

Drawing on 20+ years leading data-heavy tech enterprises, Eric also imparts downstream philosophies on using centralized data to guide international expansion and capitalizing on conversational AI for sales. On the human side, he reveals personal lessons about probing deeper during turbulent transitions and the CRO ethos of influencing beyond your domain with conviction.

Tune in to decode key data plays guiding strategy and operations at this advanced B2B platform. An enlightening listen for analytics practitioners and aspiring executives undertaking data-driven change management.