Every B2B marketer has been asked countless times to report back on how many marketing leads they've generated for the month or quarter. It's a legacy metric that senior executives seem to rely on to measure marketing effectiveness even though it's an extremely outdated metric that has no real value. Think about it...how many times have you actually purchased a product because you attended a webinar, downloaded an eBook, etc.? Chances are the answer is slim to none. Why? Because leads don't really matter anymore and generating leads shouldn't be the goal of marketing. In this episode, we chat with Alon Waks, current CMO consultant with more than 15 years of marketing leadership experience. Alon's led marketing for brands such as Bizzabo, Kustomer, 8x8, LivePerson, and more, and he's an expert in implementing effective ABM strategies in B2B organizations.

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