In this episode of Women in B2B Marketing, host Jane Serra interviews Shannon Curran, VP of Marketing at MadKudu. Shannon discusses the changing landscape of marketing teams, growing the top of the sales funnel, optimizing events for quality, and leveraging data to optimize for pipeline. She also emphasizes the need for clear direction, coaching, and authentic leadership.Shannon and Jane discuss:Shannon's transition from VC to B2B MarketingThe rise of generalists with specialized skillsExploring fractional work for career growthAligning sales and marketing through dataMQLs as a vanity metricOptimizing events for relationship building and deal accelerationHow to choose which events to invest in based on attendee lists and cost-benefit analysis.Predicting ROI on events based on quality indexInvesting in employee growth and psychological safety<br/>Key Links:Guest: Shannon Curran - https://www.linkedin.com/in/sh....annon-sweeny-curran- Jane Serra - https://www.linkedin.com/in/janeserra/ MadKudu - https://www.madkudu.com/