Brandon is a seasoned leader in marketing technology and operations at Qualcomm. With a passion for innovation and a knack for navigating the digital realm, Brandon has been instrumental in advancing Qualcomm’s Martech strategies. He has successfully implemented transformative technologies, including advanced marketing automation and analytics tools, to drive data-driven success. Known for his thought leadership and commitment to staying ahead of industry trends, Brandon’s work exemplifies the powerful synergy between marketing and technology. Join us as he shares his insights and experiences in unlocking the potential of the Martech stack.

Connect with Brandon

Key Takeaways

• The Evolving Marketer: The shift from T-marketer to I-marketer highlights the importance of data literacy in addition to channel-specific expertise.  
• Data-Driven Marketing: Clean and well-utilized data is crucial for the success of MarTech initiatives.  
• Future of MarTech: AI and predictive analytics are key to enhancing efficiency, personalization, and ROI in marketing.  
• Essential MarTech Stack: A core MarTech stack includes a CDP, marketing automation platform, ABM tool, and CRM.  
• AI’s Role in Marketing: AI enhances marketing through production, planning, creative management, and scaled personalization.  
• Importance of Human Connection: Human relationships remain fundamental in marketing and business despite technological advancements.  
• Future-Proofing Skills: Marketers must prioritize continuous learning, including prompt engineering and AI tools, to stay ahead.  
• Fostering Innovation: Leaders should encourage experimentation and calculated risk-taking to drive marketing innovation.  
• Qualities of a Modern Marketer: Key competencies include fearlessness, curiosity, creativity, and data-centricity.  
• Signs of Losing Competitive Edge: Stagnation, lack of investment in new tools, and failure to train employees are warning signs.  
• Change Management: Overcoming resistance to change and fostering belief in new initiatives is a significant challenge in marketing. 

Quotes

“You don’t have to know everything. But you do have to know your data.

Tech Recommendations

• Demandbase – For account-based marketing and buying group resolution.
• Clay.com – For waterfall enrichment and improving data at scale.
• Customer Data Platforms (CDPs) – For data collection, distribution, and customer journey analytics.
• Customer Journey Analytics Tools – To evaluate multi-step journeys, create audiences, and understand buying intent.

Resource Recommendations

Blogs:

1. Full Funnel Marketing Blog by Andrei Zinkevich – Focused on ABM and B2B strategies.
2. Marketing Operations Leader Blog by Darrell Alfonso – Insights on marketing operations and leadership.

Shout-outs

• Jessica Kao –  Director, B2B GTM Digital Transformation Advisor, Adobe

The post The Future-Ready Martech Stack (and Mindset) You Need Now appeared first on Demandbase.

Parth Mukherjee is the VP of Product Marketing, Corporate Marketing, and Go-To-Market Strategy at Sovos, a leading tax compliance platform. With over 20 years of experience in tech marketing—including pivotal roles at Adobe, Cognizant, and five high-growth VC-backed startups (four of which successfully exited)—Parth brings deep expertise in scaling companies through every phase of growth.

He’s known for his nuanced understanding of both product-led and sales-led go-to-market motions, and for championing customer voice as the foundation of every strategic decision. Whether it’s pricing, packaging, positioning, or storytelling, Parth believes in grounding go-to-market (GTM) strategy in authentic customer insights.

Before joining Sovos, Parth led marketing at Chorus and MindTickle, and continues to apply a data-driven yet deeply human approach to building strategic narratives that resonate with customers and internal stakeholders alike.

Connect with Parth

Key Takeaways:

• Voice of the Customer is Key: Customer insights are crucial for shaping effective go-to-market strategies.  
• Five Components of Go-to-Market Strategy: The five key questions to answer are who is the target audience, what are the offerings, why should buyers care, where should we sell, and how do we hit our targets.  
• Data Collection and Analysis: Utilize a combination of call recording technologies, surveys, customer interviews, and focus groups to gather customer feedback.  
• Balancing Quant and Qual: Combine quantitative data with qualitative insights to build compelling narratives and make informed decisions.  
• Addressing Stakeholder Resistance: Use proof and data to overcome internal misconceptions and align stakeholders.  
• Importance of Timing: Gather customer feedback throughout the product life cycle, starting from the product vision stage.  
• Emerging Marketing Trends: The importance of buyer self-education, hyper-personalized marketing, prompt engine optimization (PEO), and the convergence of ABM with intent data.

Quotes

“Product marketing should be the voice of the company in the market—and more importantly, the voice of the market inside the company.”

“If you want to beat stakeholder resistance, let the customer do the talking. A clip from a call says more than a slide ever could.”

Tech Recommendations

• Chorus – Call intelligence for market and product insights.
• MindTickle – Deal rooms and enablement for modern B2B sales.
• Klue – Competitive intelligence and win-loss analytics.

Resource Recommendations

Books:

• Crossing the Chasm by Geoffrey Moore
• Building a StoryBrand by Donald Miller

Blogs & Newsletters:

• HubSpot Blog
• Gartner for Go-To-Market Insights
• Marketing Brew

Podcasts:

• Marketing Over Coffee
• Product Marketing Life by PMA

Shout-outs

• Kevin Akeroyd, CEO at Sovos
• Ann Handley, Chief Content Officer at MarketingProfs
• Andy Raskin, Strategic Narrative Coach

The post The Market Speaks: Building GTM with Customer Voice appeared first on Demandbase.