It can be challenging to create a strategy to produce measurable results now while also investing for future growth. As part of InsideUp’s thought leadership series, we’re exploring the challenges technology companies face in balancing the need for both immediate and long term results.

Saravana Sivanandham is the 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 interview, he shared the metrics that he and his team rely on to support three different aspects of their marketing strategy, and 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.