Marketing Strategy & Platforms

Marketing Strategy, Operations, and Analytics Team Charter

Mission & Objectives

Our mission is to enable efficient operations and actionable analytics insights, working across all Marketing teams.

1. Actionable Insights	2. Continuous Optimization	3. Experience Integration
Team(s) - Strategy & Analytics	Team(s) - Marketing Operations	Team(s) - Globalization
Theme Incrementality	Theme Experimentation	Theme Guided Journey

Resource Allocation

Balance Short Term Focus & Long Term Goals. We will be disciplined yet stay nimble in resource allocation & prioritization.

Core: ~ 70%

• Deliver conversion lift & pipeline goals across segments & sales motions
• Provide clear visibility and insights to marketing performance KPIs
• Improve operational efficiency
• Enhance security and privacy posture

Strategic: ~ 25%

• Build a strong foundation for global expansion
• Design a seamless in-product, e-commerce, and web navigation experience

Venture: ~ 5%

• Leverage embedded analytics to drive acquisition and expansion

Roles & Responsibilities

Marketing Technologists

Performance Assessment

Four Funnels

	Self-Serve	Sales-Assisted	Bottom-Up	Top Down
Sales Motion	No Touch	Transactional	Land & Expand	Outbound, ABM
Persona / Segment	SMB core user, Community user	Mid-Market core-user, SMB buyer	Large Mid-Market, Enterprise	Enterprise
Kain Goal of the PLG Motion	Self-Serve Revenue	Pipeline Generation	Expansion Revenue	Sales Enablement
Main Funnel Goal	Self-Serve ARR	Expansion ARR on top of Self-Serve ARR	Pipeline generation on top of new teams	Pipeline generation on key accounts
Funnel

Communication Norms

Develop habits & make incremental progress

• 1.01 ^ 365 = 37.78
• 0.99 ^ 365 = 0.026

Collaborate with & learn from diverse sources

“If you want to go fast, go alone. If you want to go far, go together.”

Ground Rules

• We learn from each other by fostering group intelligence
• We lean towards innovation and collaborative decision-making by being bold, but not bully, and being thoughtful, but not lazy
• We cultivate growth mindset by having the courage to try new things and fail better
• We’re stronger as a team by sharing the workload, and not minding who gets the credit

“The most important function of the leader is to encourage everyone to see him- or herself as a member of the larger system, pursuing a common vision, holding common values, and cooperating with each other in an environment of mutual support and respect.”
FRED KOFMAN

Interdependencies

Within Marketing

Team	Interdependencies
Product Marketing	- Messaging & Content - SEO
Integrated Marketing	- Campaign Strategy & Execution Plan - Field & Partner Rules of Engagement
Brand	- Brand Design

Other Functions

Team	Interdependencies
Finance & Business Technology	- Financial Planning & Budget - Data Engineering
Field Sales & Operations	- Segment & Global Expansion Priority - Sales Process, Rules of Engagement & Salesforce Data Quality
Product & Engineering	- E-commerce Product Roadmap - Engineering Resource
Legal	- Regulations & Compliance Related to User Analytics