Fundamentals of Next-Gen Marketing Practice Test

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• According to a McKinsey study, high-growth companies are _________ times more likely to have a unifier-type CMO.
• Personalization extends to every channel: true or false?
• Which label correctly describes 'Accounts showing intense interest on your website' as internal or external?
• When adding monthly quotas for opportunities, which inputs should you start from?
• RevOps drives operational and cost efficiencies throughout which lifecycle?
• The statement 'Finding the red' is only useful in finding ways to improve pipeline in later funnel stages.
• What does non-competitive win rate describe?
• According to the No Spam principle, you should avoid emailing a prospect unless you know which of the following?
• What percentage improvement do 6QAs achieve in conversion vs non-6QAs?
• Which topic focuses on leveraging AI and dynamic segments to reach ICP accounts with the right message on the right channel?
• What is described as the undeniable shift creating big stakes and urgency for change?
• Marketing requires what kind of view?
• In an AI-driven orchestration example, if an account is a tier-one target and an executive-level persona registers for a webinar, what should happen?
• Which of the following is NOT one of the four essential predictive models?
• NOT one of the three key data points for No Spam Nurture?
• In forecasting pipelines, is it essential to determine whether the pipeline is sales-sourced or marketing-sourced?
• Which campaign type is mapped to Tier 1?
• Who said the phrase "Inspect what you expect?"
• A living, breathing, time-bound plan describes what type of plan in the context of V2MOM?
• Sales teams no longer create demand; it is created by prospects in ICP accounts conducting research long before they engage with a salesperson.
• Which of the following is a valid combination of outreach methods explicitly listed for in-market accounts?
• An AI-driven next best action recommendation could include which of the following?
• Messaging should primarily present which of the following?
• Which practice helps ensure marketing dollars are spent on the best audiences?
• One function of the chief market officer is to translate that understanding into alignment.
• Which concept involves hinting at the final outcome customers can reach?
• Which leadership concept should executives embrace to set the tone for the organization?
• What method is used to create targeted segments based on where each account is in the buying journey?
• Which type of data includes platforms and other technology an account has invested in?
• Which title should CMOs be thought of instead of Chief Marketing Officer?
• ICP stands for Ideal Customer Profile. How is ICP best described?
• According to the modern selling framework, what information do accounts and contacts care about, and how and when they've engaged, as well as the composition of the buying center?
• Which action is recommended after planning to ensure alignment and execution?
• Which metric tracks the materials and content consumed by accounts?
• What analytics help determine how many accounts are at each stage, how long they've been there, and which tactics move buyers forward?
• If everything takes forever from deploying a field program to closing a deal, what is likely the issue with your data?
• Pipeline Intelligence is best described as focusing on what?
• Which shift does the no-cold-call philosophy require in territorial strategy?
• The new North Star should be real insights beyond demographics. Which item is NOT listed as part of these insights?
• Shifting to an account-centric approach relies on knowledge about an account to do what?
• What percentage of customers report that they value the customer experience as much as the products or services?
• Which statement reflects the intended use of the quote "Inspect what you expect"?
• The GTM plan is best thought of as which of the following?
• Part of being a category king is conditioning the market to what?
• When does the magic moment occur, transitioning from learning to engaging with an account?
• Field kickoff is also known by which alternative name?
• What is the effect of lighting up the Dark Funnel in demand generation?
• What is the consequence of marketers responding to prospects retreating to the Dark Funnel by sending more emails and making more unsolicited calls?
• Which of the following is NOT listed as a downside of traditional attribution?
• To engage potential customers effectively, we should understand which two aspects?
• Which of the following are revenue moments?
• Which area is NOT part of the four differentiator areas for CMOs?
• In a "no forms" approach, when is it OK to use forms?
• A well-run field kickoff aims to align which elements?
• At what stage in a unified pipeline approach should marketing and sales be on the same page?
• Old World vs New World: Which statement describes the New World approach?
• Which of the following is a recognized stage in the buyer journey based on the material?
• The last thing you want to do at the start of a relationship is?
• What is the typical conversion rate for a standard lead showing activity?
• Which of the following is an example of an effective KPI worth tracking to contribute to revenue?
• Which identifier is described as the most common method to match intent to an account?
• In-market accounts concept has permeated beyond the sales team to which group?
• What is the primary goal of orchestrating engagement in next-gen marketing practice?
• From Latané's ABM insights, what are the two breakthroughs she identifies?
• What percentage of the pipeline overall is driven by BDRs/SDRs/MDRs in world-class companies, per the TOPO report?
• Common ABM implementation struggles include orchestrating ABM across channels and what other elements?
• Which principle advises keeping messaging simple and not detailing every differentiator?
• What did a global Accenture survey reveal about CEOs' view of marketing leads?
• The shift from Chief Marketing Officer to Chief Market Officer signals a focus on what?
• In the Dark Funnel activity labeling exercise, which label applies to 'Buying committee members that are engaging but not yet MQLs'
• Tier 3 campaigns are described as ongoing for six months or more and refreshed quarterly. Which statement best matches this description?
• CMOs often engage in activities such as creating content, publishing MQLs, and launching products. These activities are cited as why CMOs struggle to prioritize. Which best describes this?
• What should reps aim to do in conversations under no-cold-call?
• Revenue technology tools help sales leaders to which of the following?
• Which visionary stated, 'If you treat your employees well, they'll take good care of your clients. And that's the key to success for your business'?
• Tier 2 campaigns are best described as which?
• Which statement best explains why having fewer accounts to work can generate more revenue?
• Which item would you typically evaluate to determine the effectiveness of field marketing programs?
• Layering the concept of helping B2B buyers complete buying jobs gives meaning to experiences by defining
• What percentage of organizations have built a dedicated account-based SDR team, according to TOPO's findings?
• When forecasting pipeline with AI, which problem is NOT said to be solved?
• Which item describes timing outreach sequences in the BDR breakthroughs data points?
• Which of the following is listed as a benefit of developing your IICP?
• Under no-cold-call, a core prerequisite before making a call is that the prospect is in-market.
• One function of the chief market officer is to own the seat at the table that understands the market.
• Which of the following best describes the components a difference-maker sales leader provides to sellers?
• Modern sales leaders aim to anticipate accounts and uncover demand, avoiding which two outcomes?
• Which of the following is NOT listed by Chris Codelli as one of the four factors to grow sales productivity?
• Which outreach method is listed as a way to reach out to an in-market account?
• Which statement best describes the nature of the 6QA?
• What is Rule #5 in the BDR breakthroughs rules?
• What can a difference-maker sales leader control to deliver a killer experience?
• Which statement best describes revenue operating models for organizations of different sizes?
• Which phrase emphasizes essential driving factors for delivering the promised outcome?
• What percentage of organizations met over 100% of their revenue goals in 2019?
• With every ad impression, pageview, and chatbot conversation, customers are
• What is the primary purpose of forecasting pipeline with AI according to the material?
• What does the guidance recommend regarding complexity and persona-specific details?
• The Dark Funnel weighs an account's significance based on which three factors?
• Where is the best place to deliver sales insights so that reps can quickly access critical information when looking up an account?
• Which of the following is NOT listed as one of the essential capabilities your tech stack must be able to do?
• Retention is essential because of which primary reason?
• Under which circumstance might sales work an account before it reaches the purchase and decision stage?
• Today’s B2B buyers want to remain anonymous farther into the sales cycle. They are no longer individual decision-makers, but rather:
• Which RevOps action focuses on delivering insights in a digestible, actionable way for frontline teams?
• For marketers who want to elevate their game, think like a(n)
• What is the recommended view of the marketstructure in relation to sales?
• Which of the following is a capability of modern RevOps?
• CMOs often find themselves crushed by the weight of all this ___________ , due to a lack of understanding about marketing at the highest levels.
• What is the main consequence of CMOs being immersed in many activities and tasks?
• True or False: Having fewer leads can be a good thing.
• What is the main purpose of customer marketing?
• Why are legacy metrics becoming less relevant in evaluating account engagement?
• What is the main risk that dynamic territories based on customer intent aim to avoid?
• Which of the following is considered a source of third-party intent data?
• What percentage of B2B website visits result in a form fill?
• True/False: The longer the opportunity persists, the easier it becomes to engage and schedule meetings with multiple contacts.
• A common switch in targeting strategies is from lead-based marketing to what?
• Which technology has contributed to email capabilities beyond standard MAP and mail merge?
• What was the reported tenure of CMOs in 2020?
• Outbound calls should be based on which information?
• What do you know you've got when sales complains about low-quality leads and marketing questions Tier 1 accounts not being touched?
• The goal of sales insights is to enable sales reps to prioritize leads and ensure outreach is timely and relevant. These insights must be easy to access and must
• What technique do best-in-class AB tech stacks use to determine which data to use when enriching records?
• True or False: Data-driven, dynamic territories are too labor-intensive to be feasible.
• One function of the chief market officer is to deliver market-leading experiences for customers.
• Which campaign type is mapped to Tier 3?
• Which of the following is one of the four essential predictive models used in AI-driven predictions for intent data?
• Second-party intent data examples include which of the following?
• What primary function do CDPs perform to enable action on data?
• Which metric specifically tracks the number of accounts actively in the market?
• Which capability is explicitly listed as part of account-based display advertising technology?
• Without modern tech to support expansions into new markets and verticals, which scenario is likely?
• Which of the following is NOT listed as an insight in the Dark Funnel?
• What is essential to securing budget and answering 'Why now?'
• Which two elements are highlighted as driving critical alignment across the revenue team?
• Which option is NOT listed as a tool for maintaining a competitive advantage?
• Why is matching anonymous intent signals to accounts fundamental for an orchestrated account engagement strategy?
• After defining your V2MOM and point-of-view, what is the next step?
• Which four examples represent marketing channels to identify for strategy?
• Which of the following is NOT one of the ages that fueled business in the 20th century?
• Which campaign type is mapped to Tier 2?
• Tier 1 campaigns are characterized by which of the following?
• From the data perspective, which data type is used to put the customer first?
• What three capabilities are enabled by modern pipeline intelligence technology?
• Which item describes how to personalize by understanding an account’s buying jobs, their stage in the journey, and how to engage them?
• After two quarters using the prioritization approach, what percentage of effort did customers devote to in-market accounts, and what percentage of revenue did those accounts generate?
• According to TOPO's 2019 Sales Development Benchmark, what is the approximate average monthly pipeline attributed to BDRs/SDRs/MDRs in world-class companies?
• What is the stated goal of RevOps, whether it is a formal department or a cross-functional collaboration?
• Retention has implications for revenue in what way?
• Which trio comprises the three key data points for No Spam Nurture?
• What is expected to shift the future of selling with new opportunities for breakthroughs?
• A better customer experience within the RevOps framework is said to improve which of the following?
• Which statement is NOT included as an attribute of a quality outreach score?
• RevOps difference-makers create an environment where people have what kind of access to data?
• Which option is NOT a factor in making predictions about the sales pipeline?
• Which strategy helps get in deals early by engaging with prospects before the competition?
• Which type of data includes title, phone number, email, and address?
• What is the average tenure in a BDR or SDR role?
• Which capability is primarily responsible for identifying and profiling accounts for targeted actions?
• Which of the following is Rule #2 in the BDR breakthroughs rules?
• Which factor is cited as essential when building a customer experience strategy?
• Which RevOps capability specifically aims to 'set every seller up for success'?
• Knowing where customers are in the buying journey helps you identify the moment they are most likely to be influenced by your messages. Which phrase best captures this idea?
• What outcome does a great organizational culture foster among employees, partners, and customers?
• Technographic data refers to:
• Revenue operations (RevOps) is described as the keeper of which concept?
• Personalization on the homepage can include adding which element?
• A message map anchors messages around which three concepts?
• Complete this example schedule by filling in the blanks: Every ___________: Provide updates on all V2MOMs — departmental and organizational — to the whole company. Every ___________: Do an overall status update on all V2MOMs. Were the goals too aggressive? Not aggressive enough? Now's the time to either remove some methods or add new ones if you're killing the ones you've already committed to. Every ___________: Create a new V2MOM.
• Besides aptitude and acumen, which intangible trait should you look for in a new hire?
• Since 2011, we've been living in the Age of the Customer. Which year marks its starting?
• What should a teaser vision describe in the transition from old to new?
• In Heinz Research report, what percent said their lead scoring process is broken?
• In the ABM framework, which element is described as essential to success?
• What are at the core of how demand gen targets audiences across channels by using buyer journey logic?
• One way to make it easy for sellers to multithread is to:
• Full transparency means we're all aware of where we're ________, and where we're _________.
• Which campaign type is designated as Tier 1?
• An AI platform helps clients make expansion decisions by reducing which?
• Which practice is associated with uncovering hidden engagement data and ensuring QAs are addressed in modern selling?
• After two quarters of prioritization, 56% of effort targeted in-market accounts, which generated what share of revenue?
• In a complex B2B buying decision, how many people are typically involved?
• What is the recommended approach when you "Inspect what you expect"?
• What tweak did Latané make to the V2MOM model?
• Which statement best aligns with quality outreach attributes?
• ICP stands for what in the RevOps context?
• A key to getting marketing and sales on the same page is for both teams to look at the same metrics and calculate them in the same way.
• The sweet spot in engagement is reached when prospects are in-market, not inbound. Which term describes this state?
• In the Dark Funnel framework, when should you send the signal to prioritize outreach on an account?
• Which metric is not listed as an account engagement metric?
• In this framework, what does TAM correspond to?
• What is the primary benefit described for the 6QA approach?
• Rich account insights give BDRs confidence because they enable the ability to deliver to the buyer what?
• What should be presented to prove credibility that the promised outcome can be delivered?
• As a sales leader, what is described as your only asset?
• Traditionally, how were sales territories defined?
• Traditional strategies, tactics, and technologies in B2B sales and marketing are producing what kind of results?
• Which statement best captures the idea behind ‘We’re On the Same Team’ in organizational culture?
• The foundation for trust in a positive culture includes which trio?
• Segmentation capabilities can turn field marketers into which role instead of taskmasters?
• How many rules are listed for BDR breakthroughs?
• Which helps Latané sleep at night?
• The Dark Funnel describes research and buying activities that are:
• In the V2MOM framework, which element did Latané replace Obstacles with?
• Before building the revenue operating model, what horizon is recommended for long-cycle deals to calculate averages?
• Which approach is suggested for aligning revenue teams?
• Which is one of the three key data points for No Spam Nurture?
• Which capability is associated with modern sales leaders to help reps strategize on deals and prioritize actions to maximize win rates?
• If an account moves into the decision or purchase buying stage and is a strong ICP but goes silent for 10 days, what action is described?
• For the fifth metric, which department cares more about the metric?
• TAM stands for Total Addressable Market. What does TAM represent?
• IICP stands for In-Market Ideal Customer Profile. What does IICP describe?
• A solid GTM plan helps you avoid which practice?
• Which capability involves sending messages through multiple channels in a coordinated way to create a unified experience?
• What five focus areas are named for the role of the modern digital marketer?
• Which term describes the concept that profits and growth come from having satisfied, loyal, and amplified customers?
• Which of the following describes the recommended requirements for data segmentation?
• What do you need to be able to do to make predictions about pipeline?
• Which statement about tiered campaigns is accurate?
• Which statement about marketing's role in the revenue operating model is correct?
• Big Data and AI are used to refine ICP by identifying which accounts?
• What percentage of account-based marketers cite outbound SDRs as an important channel in their marketing strategy?
• Why do some CROs avoid spiffs?
• What is the term for the measure of how engaged a contact is with your brand, based on comparisons to previously won opportunities?
• AI-driven predictions rely on which types of data to identify relevant signals and forecast outcomes?
• The goal for your account-based advertising efforts should be:
• Which term describes accounts identified as being in decision and purchase stages?
• V2MOM isn't for ___________. it's about ___________.
• Tier 2 campaigns are time-bound and focused on which scope?
• If the goal is to seamlessly engage the right buyers from the right accounts with the right message across every channel at scale, which capability is required?
• To drive alignment between sales and marketing, what should be aligned so everyone is pursuing the same what?
• Which capability is described as enabling reaching ICP accounts with the right message at the right channel?
• What metric did one survey identify as the most important for investors gauging a company's promise?
• Casey Carey, CMO of Kazoo, commented that what percentage of opportunities created are in decision and purchase stages?
• What term is used to describe proactive influence at the earliest stages of buyer research in the New World?
• Which campaign type is designated as Tier 3 in the tiering table?
• True or False: Your brand is what you say it is.
• In the candor quote, which two groups must be in harmony?
• Which week of the year is described as Latané’s favorite?
• Which action supports maintaining a team-oriented approach when designing a spiff program?
• According to Kate Bullis, the CMO is responsible for which three areas?
• Which metric provides a composite measure of engagement with accounts?
• Which of the following lists correctly names the three ages that fueled 20th-century business?
• Which statement best summarizes why retention matters in marketing strategy?
• Which of the following is cited as a reason MQLs aren't worth a dime?
• Among the six items listed for BDR needs, which item is not included?
• Which statement best reflects RevOps' impact on adopting the modern account engagement stack?
• Why does changing territories based on in-market accounts help AEs?
• Who said the quote about candor and harmony between organizations?
• Which is the first rule for BDR breakthroughs?
• Which of the following is NOT listed as a driver of the new future in B2B marketing?
• Which approach is used to orchestrate multichannel campaigns by connecting engagement channels to dynamic segments?
• In B2B buying, the group that makes decisions is typically:
• A CMO can set themselves apart by owning the company's strategic plan: a living, breathing, time-bound plan of what the company must do to win. A great tool for developing a well-articulated, focused, and prioritized plan is called ____________.
• Beyond demographic data, what should your North Star insights include to be effective?
• Which is recommended as a pointer for optimizing a return on your spiff?
• In planning, what does 'finding the red' mean?
• What percentage of opportunities created were identified by 6sense as being in decision and purchase stages?
• After executive alignment, is it appropriate to create separate V2MOMs for functional teams?
• When should you engage the entire buying team within accounts?
• Why is data segmentation treated as a separate capability?
• In the described framework, a Marketing Qualified Lead (MQL) is best thought of as a signal to note.
• Which item is listed as a capability of account-based display advertising technology?
• Which of the following could be actions orchestrated for accounts within a segment?
• The kickoff serves to align which groups and remind us of what teamwork notion?
• How is the sales channel described in the Dom Perignon analogy?
• Which practice maximizes limited selling time according to the material?
• Which statement describes what some companies like Johnson & Johnson, Hyatt, and Uber are doing in relation to the CMO role?
• Which capability refers to coordinating engagement across channels to deliver consistent messaging?
• What term describes capabilities that enable field marketers to run multi-tactic campaigns at scale?
• Which visionary said, 'You've got to start with the customer experience and work backwards to the technology'?
• Success has everything to do with how we empower, engage, and care for:
• CMOs who are able to make the shift to chief market officer have something in common. They're all ____________.
• What two things must every campaign have?
• What is the purpose of a customer data platform (CDP) as described?
• What percentage faster is the cycle time for 6QAs vs non-6QA accounts?
• Which capability is used to analyze data to guide decisions and measure performance?
• The world of email possibilities is expanding due to advances in which technologies?
• Orchestration begins with dynamic data segmentation to allow tactics and personalization to fire based on buyer behavior. This behavior is
• The No Spam rule implies that you should email only people you know about and who are in-market. Which statement best captures this idea?
• Under no-cold-call, what two roles do calls serve?
• Which item is NOT listed as a key to a successful revenue team at a high-growth company?
• Which benefits are attributed to a customer data platform (CDP)?
• Which of the following is a key reason retention is essential?
• What three things were conspicuously absent from each of the real campaign examples described?
• In one survey, how many things did BDRs identify as needing to be more effective and successful?
• True or False: It is critical to capture first-, second-, and third-party intent signals, as well as pre-intent signals.
• In this context, an MQL is described as which of the following?
• Which factor is listed as not applying toward attracting and retaining new hires?
• How should you think about the product roadmap relative to marketecture?
• Which statement is an attribute included in the quality outreach score?
• Which buyer journey stage corresponds to "Not actively researching products and solutions like yours; showing no signs of intent"?
• According to Gartner, how many buying jobs do B2B buyers complete to finish a purchase?
• A lack of an overarching customer experience strategy is often due to lack of strategy based on what?
• Tier 3 campaigns are described as which?
• Which metric assesses how effectively the buying team engages with content and resources?
• What advantages do tech capabilities provide for selling according to modern sales thinking?
• Why is it important to align on a revenue operating model across the revenue organization?
• What does the Dark Funnel enable teams to do with an account's research activities?
• Which two metrics are cited as part of account engagement metrics?
• NOT one of the four key differentiator areas for CMOs?
• What percentage of the time does research show that a single person showing interest converts into meaningful activity?
• Which element is explicitly listed as a key element to define for any campaign?
• In the New World, how do we influence prospects at the earliest stages of their research?
• Which statement best captures the goal of a difference-maker leader regarding interactions with potential customers?
• Which statement best describes the recommended basis for sales and marketing efforts?
• Which of the following is NOT listed as a key element that must be defined for any campaign?
• Which label correctly describes 'Accounts purchasing tangential solutions' in the external/internal scheme?
• What are the two ways to look at pipeline, as described in the material?
• Which of the following is a source of first-party intent data?
• The SLA targets for outreach are listed as which of the following sequences?
• In personalization, you should strive to add value to every interaction while avoiding appearing what?
• Old World vs New World in terms of seller insight: which statement is true?
• To improve demand generation, what shift is recommended?
• What is identified as the key enabler to light up the Dark Funnel and create an engaging customer experience?
• TAIM stands for Total Addressable In-Market. What does TAIM describe?
• One of the biggest reasons marketers fail to see positive ABM results is that ABM is hard to what?
• Is it true that the most impactful way to decide which accounts to target is based on logos and hunches?
• What is the term for engaging across multiple channels and personas within an account?
• Which capability is NOT listed as a capability of account-based display advertising technology?
• Which approach is central to an account-based marketing strategy?
• If you wait until an account raises its hand, what is the likely outcome for your ability to stand out?
• In the New World approach, what outcome occurs when prospects are treated well at every touchpoint?
• V2MOM stands for:
• What is the biggest challenge facing BDRs/SDRs?
• Which type of data includes an account's industry, location, revenue, and size?
• For engaging a not-yet-ready account, which approach is NOT appropriate?
• Under a no-cold-call approach, calling remains valuable for which purposes?
• What does competitive win rate measure?
• Field kickoff is sometimes called which other name?
• Uncovering demand and lighting up the Dark Funnel requires understanding brand positioning, earned media, influencers, and which other factor?
• Which two groups does the kickoff aim to align?
• Personalization should be based on all the rich data we have in our CDP.
• In demand generation, which focus is emphasized to fix cracks, eliminate time sinks, and mobilize the broader GTM team?
• After adopting ABM, what percent are still mostly focused on generating leads (MQLs or SQLs)?
• Which data types are used for pre-intent predictions, based on historical data?
• Regulations like GDPR and CCPA do not apply to the collection and use of intent data because there is no correlation between the data collected and an individual's PII.
• Which actions are cited as ways we treat future customers poorly?
• What action did marketers take in response to prospects retreating to the Dark Funnel?
• What is the stated revenue goal mentioned in the material?
• This deep knowledge enables you to deliver which four elements?
• When guiding customers from the old world to the new, which element should you name?
• Which statement best describes how the V2MOM should be communicated within an organization?
• Which of the following is NOT listed as one of the six traits of difference-makers?
• To prevent deadlines from dragging, toward which event should you look?
• What term describes knowing what topics accounts and personas are researching and care about?
• What does Admiral William McRaven's commencement speech suggest as the starting point to change the world?
• Approximately what percentage of prospect accounts are not an ideal fit, leading to a high rate of negative responses from prospects?
• Which technology has contributed to email capabilities beyond standard MAP and mail merge?
• Which action should be included to strengthen the category vision?
• Intent data offers a path forward for sellers and marketers because intent solutions are designed to capture buying signals from both known and anonymous buyers. Which pair completes the sentence?
• Which item among the six needs relates to tighter alignment between sales and marketing?
• A spiff is defined as what?
• What is the term for the measure of how important a persona is for closing deals and whether corresponding contacts exist in CRM or MAP?
• The statement that tech advances designed to meet the new future can become an anchor if we don't use them properly is:
• What are the three steps to ensure we continue improving our ability to deliver a customer-first approach in account-centric measurement?
• In this framework, what does ICP correspond to?
• True or false: MQLs are the best way to measure marketing's contributions to pipeline.
• What are two challenges marketers have faced in forecasting and measuring pipeline compared to sales leaders?
• According to the tiering table, which tier corresponds to 'New product introduction'
• In personalization, you want to add value to every interaction, but you don’t want to seem which of the following?
• In messaging, how should capabilities be positioned?
• What is the high-level purpose of a revenue operating model?
• What is the main contrast between Old World and New World in terms of collaboration between sales and marketing?
• What is the typical use of 'Finding the red' in funnel management?
• For CMOs, playing offense means:
• What is described as the backbone of success today?
• Advanced digital marketing provides engagement and progression of ICP accounts throughout which part of the funnel?
• Sales goals are typically oriented toward which time horizons?
• How is the Dark Funnel described in relation to customer experience?