Watermark Conference for Women

Fantastic event!! Jocelyn, thank you for making my attendance possible!!

Yes, the conference was remarkably inspirational and encouraging. I typically think about myself as a person, not specifically a woman (except… when shopping for shoes 🙂 ), but I make many typical assumptions and experience challenges similar to other women. The realization was remarkable and remarkably helpful.

I guess, better communication was the “theme” of the conference from my perspective. Celeste kicked off the Workplace Summit with a hilarious, insightful, and thought-provoking presentation about the value of human conversations.

Almost 14 million views!

It was a pleasure to see #1 recommendation on her list “Don’t multitask.” Ironically, multitasking requirement can be found on many job postings… even if humans technically cannot do it 🙂

Keynote presentations of the conference continued the “communication” insight. We tend to “create our own stories,” to interpret behavior and thoughts of other people, which could be totally wrong. Brene Brown showed us why we should ask rather than assume we understand other people’s thoughts in the most inspirational and entertaining way.

38 million views!

Communication was also critical for our health (oh, yes, we could – and should – take time off when needed), and for a better understanding of our managers and our teams. One of the main tactics of “managing up” is understanding what is important for our managers, and starting the conversation to gain this understanding.

Doing our jobs is also not enough. We need to communicate our success effectively and understand clearly what is needed for the next step in the direction we would like to pursue.


More than 6,000 women (and smart men) left the conference inspired, encouraged, and ready for action.

ANA – Funnel Optimization

We did not talk only about the funnel… Though every marketer has a very passionate opinion about the funnel and rising expectations without rising budgets, the funnel performance is a result of many other aspects of the business.

Marketing technology is an excellent scapegoat. We often experience “analysis paralysis” in the avalanche of data, and the best approach might be the most simple option.

What is the trigger to buy? BDRs can ask customers this question and the insight from the conversations might be sufficient. We are dealing with complexity, but the needed insight might not be as complex.

Marketers are not satisfied with the technology they have; do not get the expected value from the technology.

Marketing technology is getting in the way of doing marketing

“We over-engineer our work…” “You can not have 45 KPIs, we need just 4…” “We are flying the airplane by instruments, why not look outside the window?”

Marketers overemphasize the data; sometimes, we are not willing to have a conversation until we have data. At the same time, because we are listening to data, we are plugging any data we have, even irrelevant, trying to make decisions…

If your spouse told you he/she was unhappy with something you did, would you require data?

Collaborate with sales on what is the most important to track. When you bring prospects to talk about their problems/needs, everybody is paying attention. This might be “small” data, but it can make a big difference.