The Ultimate Guide to Data-Driven Marketing
Live from Dreamforce, Robert Zimmermann, CRO of Qualified, interviews Saima Rashid, Senior Vice President of Revenue Analytics at 6sense. Saima says that data helps us make our best, most informed decisions. She also describes which AI tools she uses to drive digital transformation and efficiency.
6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and 20-40% reduction in time to close deals. Know everything, do anything, with 6sense.
Guest Bio
Saima is a five-time Industry award-winning Marketing and RevOps leader with a demonstrated history of driving change and adoption of a data and insights-driven approach towards decision-making. She’s currently the SVP of Revenue Analytics at 6sense.
Before 6sense, she worked at PTC as VP, Field Analytics & Insights and Director of Marketing Analytics. Before PTC, Saima worked at CVM Marketing Inc as a Consultant in business analytics.
Saima has a Master of Business Administration (MBA) degree with a focus on Management Information Systems and Marketing. Saima also holds a Bachelor of Science degree in Economics, Statistics, and Mathematics.
Guest Bio
Saima is a five-time Industry award-winning Marketing and RevOps leader with a demonstrated history of driving change and adoption of a data and insights-driven approach towards decision-making. She’s currently the SVP of Revenue Analytics at 6sense.
Before 6sense, she worked at PTC as VP, Field Analytics & Insights and Director of Marketing Analytics. Before PTC, Saima worked at CVM Marketing Inc as a Consultant in business analytics.
Saima has a Master of Business Administration (MBA) degree with a focus on Management Information Systems and Marketing. Saima also holds a Bachelor of Science degree in Economics, Statistics, and Mathematics.
Episode Summary
Welcome to Rise of RevOps Live! at Dreamforce.
In today’s episode, Robert Zimmermann, CRO of Qualified, interviews Saima Rashid, Senior Vice President of Revenue Analytics at 6sense. Saima says that data helps us make our best, most informed decisions. She also describes which AI tools she uses to drive digital transformation and efficiency.
Key Takeaways
- Data is critical to informing marketing strategies, and data-driven decisions lead to better investments and marketing effectiveness
- RevOps is all about aligning and integrating marketing, sales, and customer success
- Data isn’t perfect. It’s important to recognize your blind spots when analyzing your data
- Generative AI is a game changer for improving speed and quality of certain tasks
Quotes
“I'm Senior Vice President of Revenue Analytics, and I feel like I'm an accidental marketer. Because it all starts with the data, and really letting that inform what marketing strategies we should be putting our money in and investing in, and how do we quickly understand if it’s working. I'm a big believer in data to drive insights. Let's rely less on the gut.” –Saima Rashid, SVP Revenue Analytics, 6sense
Episode Highlights
00:33 - How Saima got into her role
02:40 - Defining RevOps
08:08 - Solving marketing operations problems
09:50 - Using data to problem solve
12:03 - The Tool Shed
19:46 - Looking to the future
21:45 - Quick hits
Episodes Transcript
- Data is critical to informing marketing strategies, and data-driven decisions lead to better investments and marketing effectiveness
- RevOps is all about aligning and integrating marketing, sales, and customer success
- Data isn’t perfect. It’s important to recognize your blind spots when analyzing your data
- Generative AI is a game changer for improving speed and quality of certain tasks
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