Setting Expectations and Measuring Results of GTM Motions with Shivina Kumar

Ops Cast

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Welcome to a special milestone episode of Ops Cast! We're celebrating our 100th episode, and we're thrilled to have you join us on this journey. While there might be more than 100 episodes in our feed, this feels like a significant moment as we approach three years of this podcast adventure.

But that's not the only reason we're excited today. In this episode, we have the privilege of speaking with Shivina Kumar, the Director of Brand & Communications at CompStak. Shivina has had a remarkable career journey, holding various leadership roles in marketing, branding, and operations. She's also a guest lecturer and has published multiple papers about the marketing ecosystem.
Tune in to hear:

• Shivina's career journey and how she obtained a patent.
• The transformation of branding from a qualitative concept to achieving "attribution" in branding.
• The use of full funnel metrics by branding teams, including the types of metrics they focus on, benchmark establishment, and ongoing measurement.
• The ABM Impact graph and its significance for the audience, along with practical applications.
• How metrics inform decisions regarding tactics in GTM, goal setting, and the methodology used for campaigns/initiatives, including the alignment with Sales and Finance.

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