Who is this for?
  • Marketers
  • Sales representatives
  • Business owners
  • Managers
B2B marketing leaders are under growing pressure to deliver immediate results, justify spend, and support revenue growth with limited budgets. In this webcast, Maria Masaniello shares practical lessons from over 10 years in marketing on how to operate effectively in this environment through alignment, data-driven decision-making, and a clear focus on revenue impact. She explains why close collaboration between marketing, sales, and product is essential to shifting marketing’s role from a cost center to a revenue contributor.

Drawing on real examples, Maria walks through how to evaluate marketing impact across the full sales cycle, make fund-or-cut decisions, and reallocate budget toward channels that drive pipeline and revenue. She covers common sources of inefficient spend, how to distinguish underperforming channels from underinvested ones, and how to prioritize investment using structured frameworks. The webcast also explores the strategic use of AI, automation, and outsourcing, alongside guidance on communicating marketing value to executives, leading lean teams, and reframing budget constraints as an opportunity to build trust and unlock future investment.
  • 1 webcast (18 min)

Our Expert

Maria is a Marketing Director with over 8 years of experience leading Demand Generation and Go-To-Market strategy in fast-growing B2B SaaS environments across EMEA and international markets.

Her work focuses on building scalable, data-led demand engines that support predictable and sustainable growth, spanning demand strategy, pipeline models, CRM and attribution frameworks, and close partnership with Sales, RevOps, and senior leadership.