Why brand building is the new demand gen

Nov 10, 2026 · GTM Live
🎧 PodShort 56 min squeezed to 2 ARMARM Revenue Operations New
Episode artwork
Emily Border
VP of Marketing Strategy and Operations at Ericsson
GTM Live
56 min squeezed to 2
Full episode from GTM Live
Quotable Moments

I want to work with smart people and I was losing them because we weren't changing the environment for them.

Emily BorderVP of Marketing Strategy and Operations at Ericsson
08:10
Key Insights
  • Moving beyond last-touch attribution is challenging because it requires robust data infrastructure and a willingness to shift internal behaviors and incentives, which can be difficult for established organizations.
  • Companies often struggle with retaining top talent in marketing because they fail to create an environment that allows for creative problem-solving and growth beyond basic performance tactics.
  • The rise of AI and its application in marketing, particularly in areas like LLM searches, is forcing a re-evaluation of how marketing efforts are measured and valued, making it harder to ignore the need for new approaches.
  • For marketing to be seen as a revenue driver rather than a cost center, it needs to demonstrate clear impact on brand awareness and buyer preference, which requires a shift from purely performance-focused tactics to more strategic, long-term investments.
  • Building a strong, collaborative marketing team requires not only individual talent but also a unified understanding of goals, shared data, and a willingness to experiment and learn from failures.
  • A key shift in how marketing success is measured involves moving from lagging indicators like pipeline attribution to more leading indicators like brand preference and early-stage engagement.
  • The internal process of shifting marketing strategy and measurement is often hampered by a lack of cross-functional alignment, where different teams may have conflicting priorities or a reluctance to embrace new methodologies.
  • Successful marketing leaders need to be both strategic in their vision and resilient in their execution, understanding that change takes time and requires continuous advocacy and adaptation.
Metrics Mentioned
  • Ericsson's move towards building a more integrated AI tooling and data infrastructure. (Mentioned as a current project to better measure marketing impact and buyer preference.)
  • Brand awareness and buyer preference as key metrics for marketing success, moving beyond traditional performance metrics. (Discussed as a shift in focus for the marketing team.)
  • The need to measure marketing's impact on buyer preference, which is estimated to influence purchasing decisions significantly. (Cited as a key reason for the shift in marketing strategy.)

RevBots.ai View:

  • ARM stage teams use AI to measure brand lift, not just lead volume.
  • Tab Hoppers lack the data infrastructure for preference-based metrics.
  • SaaS Hoarders collect engagement data but can't connect it to revenue.
  • AI Sprinklers bolt on attribution tools without changing incentives.
🎧Full Episode:GTM Live →