About Gail Greenwood
Gail Greenwood is the Marketing Director, at a professional services company in the financial services sector. Her primary responsibility is overseeing revenue-generating activities within the marketing department. She focuses on product marketing and manages a team that handles events and digital content functions.
Can you describe how your organisation measures marketing effectiveness, especially in terms of business generated?
My primary focus in measuring marketing effectiveness is on the business generated from our marketing efforts by the end of each year. This involves meticulously tracking both the volume and value of opportunities created through our marketing activities. Our main goal is to achieve a balance of quantity and quality overtime by increasing the number of overall opportunities whilst lifting the average value size. We area also focused on also capturing high-value transactions, or 'whales,' which are crucial for substantial business growth. These 'whales' might only appear once every few months, so it's essential to provide our sales team with a mix of both volume and quality to truly move the needle for our business.
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Our main goal is to achieve a balance by increasing the number of medium-value opportunities while also capturing high-value transactions, or 'whales.'
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We effectively compete internally to provide them with the best leads; otherwise, they simply won’t engage
With such emphasis on high-value opportunities, how do you ensure the sales team engages with the leads marketing provides?
The key is undoubtedly focusing on the quality of the leads. When you have a sales team that is well-established and generates leads through their own network we are effectively competing to provide them with the best leads; otherwise, they simply won’t engage. They just don’t have the time and will of course prioritise high-quality leads over a large quantity of mediocre ones. It’s about making every lead count and ensuring it's worth their time.
How have you aligned the marketing function with sales to optimise this process?
Aligning our sales and marketing has been a continuous, strategic effort. I've restructured our marketing department to be, more product-focused with dedicated personnel for each of our service lines. These team members act as vital liaisons, ensuring that marketing strategies are perfectly aligned with sales and product team objectives to ensure all teams are working towards shared goals. This restructuring has also included fostering a longer term perspective, which traditionally focused on immediate results.

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Technology plays a pivotal role in our marketing strategy. It helps us monitor our campaigns effectively and enables us to respond swiftly to market demands.
What role does technology play in your marketing strategy?
Technology plays a pivotal role in our marketing strategy. It helps us monitor our campaigns effectively and enables us to respond swiftly to market demands. For instance, we're utilising generative AI to accelerate content creation, which significantly speeds up tasks that would otherwise take much longer and be more costly. This technological leverage allows our team to focus more on strategic planning and enhancing the overall quality of our outputs, rather than getting bogged down in time-consuming tasks.
Considering future trends, how do you see the relationship between sales and marketing evolving?
Looking ahead, the relationship between sales and marketing is set to become increasingly pivotal. The future is about adapting our strategies to include micro-education, engagement marketing and utilising diverse platforms to educate potential clients. As the pace of information consumption increases, especially among younger audiences, our marketing strategies need to evolve to meet these changes. We are focusing on delivering impactful educational content across various platforms to ensure our marketing reaches and resonates with the target audience effectively.


If you had unlimited resources, what would be your focus to enhance your marketing efforts over the next few years?
With unlimited resources at my disposal, I would prioritise investing heavily in brand awareness to expand our global reach. Given our robust tech stack and the effectiveness of our conversion processes, enhancing our visibility worldwide becomes essential.
About Ocorian
Ocorian is a leading global provider of financial and fiduciary services, specialising in fund, corporate, and private client services. Established with a commitment to deliver personalised, high-quality solutions, Ocorian offers a comprehensive range of services, including fund administration, corporate structuring, and trust management. With a robust global presence, the company employs a team of dedicated professionals who are experts in navigating complex financial landscapes, making it a trusted partner for clients looking to manage and safeguard their assets effectively. Ocorian's focus on client-centric approaches and innovative strategies ensures it meets the diverse needs of its clients, from individuals to large corporations.
About 6sense
6sense is on a mission to revolutionise the way B2B organisations 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.