As part of InsideUp’s thought leadership series, we’re exploring the challenges technology companies face in balancing the need to plan for both immediate and long term results. To gain insights on this topic, I’m interviewing marketing executives at top technology companies.

For this interview, I spoke with Saravana Sivanandham, CMO of Absorb Software, a leading cloud technology company that solves for all learning needs at an enterprise level, with use cases ranging from employee onboarding to customer success.

In this first part of our interview, he lays the groundwork by sharing the metrics he and his team rely on to support three different aspects of their marketing strategy.