How Anteriad Quantifies Marketing Success

When Anteriad’s marketing org shifted its focus from new-logo acquisition to cross-sell and upsell, it needed to change the way that it worked with sales. In this video, Vice President of Integrated Marketing Nikki Candito describes how Forrester helped her team improve its communication and partnership with sales to drive meaningful change. She also explains how Forrester helped Anteriad interpret buying signals, identify buying groups, and add rigor to its measurement. The organization is now able to quantity marketing success in terms of deal velocity, deal size, and other indicators more effectively than ever before.