From Influence to Impact: Proving Marketing's Value When the Deal Takes a Year to Close
Enterprise deals don't close in a sprint. The buying journey is long. The stakeholders are many. The decision is made in a boardroom, not a landing page. And by the time sales closes the deal, marketing touched that buyer months -- sometimes years -- ago.
The question most enterprise B2B marketers can't answer cleanly is: how do you prove that? Attribution models built for SaaS don't hold up here. Last-click means nothing when the cycle is 18 months long. MQL volume doesn't impress a CFO who wants to know what marketing actually contributed to that $2M deal.
In this session of the Growth Show, we're sitting down with Jessica Tavira Augusto, Associate Director of Field Marketing at Kyndryl -- the world's largest IT infrastructure services company -- to talk about what marketing accountability actually looks like when the rulebook written for SaaS simply doesn't apply.
Jessica has built and run field marketing across MEA and EMEA Strategic Markets for one of the most complex, relationship-driven enterprise businesses on the planet.
She knows what pursuit marketing looks like at scale, how to measure influence across a long buying journey, and how to have the revenue conversation with confidence.
What we'll cover:
-- How demand generation and pursuit marketing work in long-cycle enterprise B2B
-- What field marketing looks like at a company operating at Kyndryl's scale and complexity
-- How to attribute marketing's contribution across a buying journey that spans months or years
-- How to build internal credibility for marketing when the CFO wants proof, not activity reports
-- What the SaaS attribution playbook gets wrong -- and what enterprise marketers do differently
Who this is for?
CMOs, VPs of Marketing, and Field Marketing leaders at B2B companies who are tired of defending marketing spend without the framework to prove its impact in long, complex sales cycles.
About the guest
Jessica Tavira Augusto is Associate Director of Field Marketing for EMEA Strategic Markets at Kyndryl, the world's largest IT infrastructure services company. Based in the UAE, she leads field marketing across one of the most demanding enterprise buyer landscapes in the world -- large, multinational, and highly regulated organisations where trust and relationships drive decisions more than campaigns. Her perspective on marketing accountability in this environment is one you won't hear from a typical SaaS marketer.
About Growth Show
Growth Show is a live webinar series by PipeRocket Digital, built for senior B2B SaaS marketers. Each session features one practitioner, one focused topic, and zero vanity metrics.
Previous episodes: https://l1nq.com/74j1pna