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Podcast: The Revenue-Driven CMO
Episode: Why “the benchmark is dead” (and what marketers should use instead) with Kristi Melani
Description: Today on 3-Minute Marketing, I'm chatting with Kristi Melani. She's currently CMO at Telesign, an industry-leading Communications Platform as a Service (CPaaS) that's relied on by the world’s most trusted brands. Prior to Telesign, Kristi headed up growth marketing efforts for technology brands like Anaplan, Poly & Plantronics. Kristi has a contrarian perspective on evaluating marketing performance that piqued my curiosity. So I asked Kristi to tell us, "Why is the benchmark dead in marketing... and what should marketers use instead?" Show notes: Then pandemic shook up the tradition of reporting YoY benchmarks dr...