It can be challenging to create a strategy to produce measurable results now while also investing for future growth. To gain insights on what is working for B2B marketers, I’m interviewing executives at top technology companies as part of InsideUp’s ongoing thought leadership series.

In the second part of my interview with Absorb Software CMO Saravana Sivanandham, he shares how he determines which marketing activities to invest in to bring in both long range and immediate results.

We dive into the specific metrics he uses, how often his team reviews these metrics, and the importance of always relying on data. He also reveals what he believes is a commonly held misconception about performance measurement.