Squash subjectivity and double down on data with Jeff Fowler

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Today’s guest is a long-time sales and marketing leader with over three decades of experience at really cool companies like Altiris, InsideSales.com, and Cybersource. Jeff Fowler is the Vice President of Global Marketing and Demand Generation at Tradeshift.

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Jeff joins Host Chris Mechanic for a great discussion of the negative impact of subjectivity in decision-making, why marketing and sales alignment is critical, and how to lead a global marketing team.


  1. When leading marketing meetings, do whatever you can to reduce subjectivity in the discussion. Keep the decision focused on the data and the goal while eliminating opinions as much as possible.
  2. When you are able to remove subjectivity from a decision, you will be able to reach a decision faster and it will more than likely be the right decision to reach the intended outcome.
  3. A key factor in limiting the influence of subjectivity is how well you compile your data and how clearly you present that data. Without a strong presentation of the data, its impact can be lost and it is often disregarded in favor of someone’s opinion.
  4. Informed marketing decisions require accurate, up-to-date data to be provided by the marketing operations team. That data should be the driving force behind marketing discussions.
  5. Companies with SaaS products should build a partner ecosystem that enables them to find synergistic relationships with their partners to the point where their combined efforts produce greater outcomes than either could alone.
  6. Although it requires effort, one of your top priorities as a marketing leader is to ensure alignment between the SDR (Sales Development Representatives) team, the marketing team, and the sales team. Find and fix the issues they face from working with each other.

Quote of the Show:

  • “We’re literally a global team and I love getting together with my team on Zoom calls to wrap on what we’ve got coming up and what’s going on from a marketing perspective” – Jeff Fowler



  • Avinash Kaushik
  • Multipliers by Liz Wiseman
  • Good to Great by Jim Collins
  • Think Like A Monk by Jay Shetty

Ways to Tune In:

Jeff fowler

Jeff fowlerVP Global Marketing & Demand Gen, Tradeshift

Chris Mechanic

Chris MechanicCEO & Co-Founder

Podcasts Info:
Creative + UX

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