This session is particularly impactful for this group given that in this market, everyone is being asked to do more with less. For every $1 of Marketing budget that goes out, you need to know if that dollar out is bringing $2, $5, or $20 back in. And once you have a system to track your spend efficiency, it's an important metric to improve over time.

In this session, Amanda Malko (fmr. CMO of G2), discusses:

- Why tracking marketing spend efficiency is critical

- How to calculate your spend efficiency, as well as the potential impact of incremental improvements on revenue

- What G2 did to 2.5x their marketing spend efficiency

- Strategies for getting started with tracking and increasing your spend efficiency

- A maturity model that shows what "good" looks like at different stages