Actionable Marketing Podcast

How well do most CMOs know their CIO or IT director? Not as well as they should. It’s important for marketers to build strong relationships with their technical teams to achieve marketing success. Today’s guest is Theresa O’Neil, CMO of Zylo, a SaaS management platform. She talks about what and why CMOs and marketing leaders need to navigate side by side with IT to get the most from their technology, to make sure they're not bleeding their martech stack budget, and to ensure that they're collectively driving the most ROI possible.   Some of the highlights of the show include: Marketers: Use the right tools to get the right jobs done for the right people How many SaaS applications does the average company purchase? A lot How many of those SaaS applications are not actually being used? A lot Marketing creates pipelines so sales can close deals and generate revenue Win-Win: Marketing and IT team up to make people happy, effective, productive Shadow IT: Marketing and IT collaborate and crowdsource selected softw