Mutiny is putting on a focused and exciting digital event on July 13 on the latest in funnel conversion, and how marketing connects to revenue.  I’ll be leading a deep dive with the CMOs of Salesforce, Box and Attentive (wow) and the rest of the sessions are strong.

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What is The Second Lever?

The biggest challenge marketers face is the disconnect between marketing activities and revenue. We spend 90% of our effort pulling the first lever – driving “top-of-funnel” interest through advertising, content or media. But we have little technology or know-how for converting that demand into revenue. We call this part of the funnel “conversion.” And it’s this second lever that’s the secret behind the most resilient companies.


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