447: Measuring Your Marketing Impact with Andrew Bennett, CMO of Conga

Andrew Bennett is the CMO at Conga, a revenue lifecycle management company. After graduating from Dartmouth College with a bachelor's degree in computer science, he began his career in tech at Onyx Software, where he led professional services for nine years. He later pursued his entrepreneurial aspirations by running a successful fly-fishing lodge business for almost a decade. Returning to the tech sector, Andrew joined Smartsheet, where he built the company’s digital marketing and demand generation capabilities, led commercial sales, and ultimately served as CMO for his last three years, during which Smartsheet achieved over $1 billion in ARR. Six months ago, he joined Conga, where he now focuses on enhancing the company’s global brand and driving demand for its offerings.

Conga is a revenue lifecycle management company offering solutions across three main pillars: contract lifecycle management, document automation, and configure, price, and quote (CPQ). What sets Conga apart is its unified platform, where all these products seamlessly integrate to support customers’ needs.

In today’s show, Alan and Andrew discuss Andrew’s role at Conga and his efforts to drive alignment between sales and marketing. They delve into MarTech stacks, exploring how to prioritize and optimize these investments, along with strategies for measuring the real financial impact of marketing efforts.

In this episode, you'll learn:

• Strategies to align marketing and sales
• How to prioritize and rationalize MarTech stacks
• Steps to meaningfully measure the impact of your marketing

Key Highlights:

• [01:27] Merging fly-fishing and MarTech
• [04:50] Career path to CMO of Conga
• [07:52] What is Conga
• [10:15] How to bring marketing and sales together and get them aligned
• [15:40] Rationalizing and maximizing MarTech stacks
• [18:40] Approaching impact measurement
• [23:30] Net dollar retention rate
• [24:34] Leveraging partnerships for brand and results
• [29:50] An experience from your past that defines you
• [31:02] Advice to your younger self
• [33:22] A topic that you and other marketers need to learn more about
• [35:02] Trends or subcultures others should follow
• [37:34] Largest opportunity or threat to marketers today

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