Building trust with Sales to improve commercial outcomes

How I worked with Sales and Category to reshape a campaign around the real business need, not just the agreed marketing plan.

Making budget work harder through smarter spend, better targeting, and stronger lead outcomes.

How I reallocated spend to improve lead efficiency, support cross-sell, and driving the best commercial return.

Using education to create the conditions for demand

How I balanced awareness, education, and demand when the market needed more clarity before it would convert.

Getting stakeholders aligned without formal authority

How I brought stakeholders together to turn two event streams into one flagship conference with stronger commercial outcomes.